Can someone explain to me what product led growth is? I’m seeing companies like Pinterest, Typeform, Figma, Zoom all grouped into PLG category but what’s changed in the last 5 years from what they were doing to now being PLG?

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You extend your potential user base and market size by adding new features or integration into the product.

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Per Google: [Product-led growth describes a business strategy that places a company's software at the center of the buying journey—and often at the center of the broader customer experience. A product-led growth strategy counts on the product itself—its features, performance, and virality—to do much of the “selling.”]

Especially in the B2B SaaS world, a lot of products are still sold via the sales led motion. An account manager builds a relationship with influential people (usually leadership) at a target companies and convinces them that they need the software. SAP and Salesforce would be an example of that.

In product led growth, it is more bottom up where you try to win customers by making the product so good that people in a company will ask their leadership to buy it / will pay for it themselves.

Starbucks, Apple, Tesla-- we know what they promised and what they've become. But they are profitable even when they release 'new' features/items. It has to do with branding/ubiquity and the 'wow' factor.

PLG - expanding the reach for customers and conversions by focusing on their experiences. The experiences being one of jobs they are employing your software for, extending the runway of this by offering new or existing capabilities that they would otherwise not have considered in the process of the jobs they are doing with your software.

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