Product-Led Growth

A go-to-market strategy where the product itself is the primary driver of acquisition, conversion, and expansion, the product sells itself through usage.

PLG dramatically lowers CAC because satisfied users share the product organically. Slack, Figma, and Dropbox grew primarily because people shared the product with colleagues.

Figma grows because designers share project files with developers, who then sign up themselves. The act of using the product pulls in new users, no sales team required.