About
Jordan Avery is the founder and CEO of Northwind Labs, a product-led growth platform used by more than 2,000 SaaS companies. Before Northwind, Jordan led product at two venture-backed startups and spent four years as an early engineer at a developer tools company acquired in 2019. Jordan writes and speaks about the realities of scaling product organizations: the hand-offs that break, the dashboards that lie, and the cultural choices that compound over years. Outside of work, Jordan mentors first-time technical founders through several accelerator programs and is a regular contributor to industry podcasts on PLG and B2B distribution.
Writing
Why Your Roadmap Should Be Boring
The most successful product teams I work with publish roadmaps that look almost embarrassingly mundane. There is a reason.
April 11, 2026
The Self-Serve Trap: Why Your PLG Motion Stalls at $10M ARR
Most product-led companies hit a quiet wall between $8M and $12M ARR. The pattern is so consistent it deserves its own playbook.
April 11, 2026
The Two Metrics That Actually Predict B2B Churn
Forget NPS. Forget the health scores your CS platform invents for you. Two simpler signals catch the vast majority of at-risk accounts.
January 17, 2026