In traditional marketing, companies rely on sales and advertising to attract customers. However, in the digital age, more and more companies are using the Product-Led Growth (PLG) model – an approach in which the product itself becomes the main driver of growth. Let's look at how PLG works, why it's effective, and how to apply it in your startup.

Product-Led Growth (PLG) is a strategy in which users discover the value of a product on their own, rather than through sellers or marketing campaigns. Examples of such companies: Slack, Zoom, Dropbox, Notion, Figma. Basic principles of PLG:

• The product provides instant value without complicated sales.
• Customers can try it without the obligatory demos and negotiations.
• The product stimulates virality and organic growth.

This approach is effective because it reduces entry barriers and makes the customer an active participant in the purchase process. Advantages of PLG: ✅ Fast scaling – the more users try the product, the higher the probability of growth. ✅ Low cost of attraction – no cost of aggressive sales. ✅ High level of engagement – users master the product themselves, rather than following instructions. Simplified decision–making process - users are already familiar with the product when they decide to pay.

For a product to sell itself, there are several key factors to consider.

• Freemium model: limited free access with upgrade option (Spotify, Notion).
• Free trial periods: the client tests himself, without the pressure of sellers (Zoom, Netflix).
• Barrier-free registration: the minimum number of steps to start using.

• Remove complex onboarding processes.
• Demonstrate the value of the product immediately (for example, in Figma, the user can immediately start drawing without studying the interface).
• Add engagement triggers – hints, tips, small successes at the beginning.

• Users should share the product (for example, Dropbox provided an additional place for invitations).
• The ability to collaborate (Slack, Miro, Figma – a product is valuable when it is used by a team).
• Content generation (Canvas allows you to share designs, Loom videos of the screen).

• Personalized email newsletters and push notifications.
• AI-tips and recommendations inside the product.
• Reminders and gamification (for example, Duolingo motivates you to return to the app).

• There is a clear difference between the free and paid versions.
• Minimum entry threshold (flexible pricing, pay-as-you-go model).
• Transparent monetization – the client understands what they are paying for.

The interface is too complex – if the product requires a long learning time, PLG will not work. Low engagement – if the user doesn't see the value right away, they will leave. There is no natural viral effect – if customers do not share the product, growth will be slow.

The Product-Led Growth model helps startups grow through the product itself, rather than expensive sales. If your product really solves the problem, is easy to learn, and encourages organic growth, it will start selling itself. The main thing is to create value from the very first seconds and make use convenient and contagious.