What is product-led growth?

Product-led growth (PLG) is a company growth strategy where the main driver of attracting and retaining users is the product itself.

Instead of relying on traditional marketing or sales, the company focuses on creating a product with high value and convenience, which stimulates growth through:

• Free or freemium versions that allow users to try the product risk-free.
• Viral dissemination through built-in features (e.g., sharing, invitations).
• Rapid delivery of value to the user, increasing conversion and retention.

An example could be Dropbox, which grew through ease of use and an invitation mechanism that encouraged user growth.