Product-Led Growth
Also called PLG
Product-led growth: a go-to-market approach where the product itself drives acquisition, conversion, and expansion, through free trials, freemium, and self-serve, rather than a sales team.
Why it matters
PLG can grow a company efficiently by letting users experience value before paying, but it demands a product simple enough to sell itself. Whether PLG fits depends on your product, price point, and buyer.
For example
Figma grew product-led: designers signed up free, invited teammates into files, and teams upgraded to paid on their own, long before a salesperson called.
Go deeper
Related terms
Also in Starting Up
See how founders actually handle this on Building the product, part of the Starting Up hub.
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