Product-Led Growth: A Complete Guide

What is Product-Led Growth (PLG)?

Product-Led Growth is a go-to-market strategy where the product itself acts as the primary vehicle to acquire, activate, and retain customers. Instead of relying on sales teams or marketing campaigns to explain value, PLG companies allow the user to experience value firsthand before committing to a purchase.

For aspiring Product Managers, understanding PLG is critical because it fundamentally shifts the PM's role from "building features for sales to sell" to "building features that sell themselves." Interviewers at top tech companies (like Slack, Zoom, Figma, Atlassian) will test your ability to design for end-user adoption rather than just buyer decision-making.