PLG Strategy
Tactic vs. Structure
Figma's playbook worked because the product made it work — not the other way round.
What teams copy
The Surface Tactics
Free tier with unlimited collaborators
Community template marketplace
Bottom-up product spread via invites
Self-serve trial with no sales touch
What made it work
The Structural DNA
Collaboration is core to product value
Fast activation — value without long setup
Every new user creates more exposure
Seat expansion = account value growth
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