Product-led growth is great. Seriously just follow @wes_bush and @OpenViewVenture.

BUT, something I’m seeing a lot of in the PLG discussion lately I think misses the mark.

Lot of talk about people *want* to try your product before buying, as if people just have some natural curiosity about your B2B SaaS and can’t wait to give it a test drive.

All you need is a freemium plan and people will beat a path to your door right? No. Most people don’t care

The best PLG products unlock some preexisting need or utility that you have to use the product to fulfill.

So it’s not: “want to use this product? It’s free to try!”

Instead it’s:

* Want to see the prototype? Open figma.
* Want to have a conversation? Join our slack channel.
* Want to see these photos? Open this Dropbox link.

Job first, then product.

Even better if you have ‘need,’ not ‘want’ statements.

* I need you to sign this contract (Docusign)