"1. Vertically integrated products provide the best user experience, but are very hard to build"

"The best surface to deliver a collaborative design environment is the browser, but the technical capabilities (like WebGL) were in their nascency when Dylan & Evan began developing Figma’s first product in 2012."

"By working within the browser, Figma introduced an astounding level of efficiency into the design process and drove organization-wide adoption, which resulted in large ACV enterprise opportunities."

"Transformational products are often R&D-intensive platforms that address a variety of users and solve a wide array of problems."

"2. PLG takes time, but compounds beautifully"

"On the contrary, the focus was on building a feature-complete Enterprise tier and driving organization-wide adoption. The dollars came later."

"It’s surprising how often young startups push complex pricing tiers from the onset."

"3. Great PLG businesses are data obsessed"

"We cut users in every way you could imagine: role, job title, geo, operating system, source, generation, etc."