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Humans of
PRODUCT-LED GROWTH

Conversations with founders and revenue leaders who built and scaled the products you use everyday.

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PLG playbooks from founders and revenue leaders who scaled Zapier, Amplitude, Superhuman, and many others

How it works

OpenPhone

Daryna kulya OpenPhone

Daryna breaks down OpenPhone’s playbooks covering:

  • Approaches to capture vs. generate demand
  • Finding leads from online communities
  • Building word-of-mouth into OpenPhone
  • Capitalizing on spike events
  • Adding sales to a PLG flywheel
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Going from 0-1000 users with OpenPhone
Superhuman
The Superhuman onboarding playbook
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GAURAV VOHRA SUPERHUMAN

Gaurav breaks down Superhuman’s playbooks covering:

  • Building a high-touch onboarding
  • Where top-down sales meets PLG
  • The psychology of virality
  • How Superhuman prioritizes feature requests
  • Defining TTM (time to meme) as a measure of culture
Zapier

Steeve Vakeeswaran
ZAPIER

Steeve breaks down Zapier’s playbooks covering:

  • Building virality in single-player tools
  • Increasing adoption with sales-assist
  • Adding sales to a $140M ARR PLG engine
  • Identifying expansion opportunities
  • Defining TTM (time to meme) as a measure of culture
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Zapier's Sales & Expansion playbook
Amplitude

FRANCISKA DETHLEFSEN
AMPLITUDE

Coming soon...

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Qwilr

MARK TANNER
QWILR

Mark breaks down Qwilr’s playbooks covering:

  • How to transition out of founder-led sales
  • Experimenting with viral mechanisms
  • Transitioning to Product-Led Growth
  • Freemium vs. free-trial - when to pick which
  • The trade-off b/w monetization & engagement
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The Qwilr virality playbook
Softr

MARIO ARAUJO Softr

Mario breaks down Softr's playbook covering:

  • How Softr drives activations
  • Recipe for an ideal team
  • Growth as a function at Softr
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The Softr playbook to grow from 0 to 50k users in <15 months
Otter

Chang Chen otter

Mark breaks down Qwilr’s playbooks covering:

  • How to transition out of founder-led sales
  • Experimenting with viral mechanisms
  • Transitioning to Product-Led Growth
  • Freemium vs. free-trial - when to pick which
  • The trade-off b/w monetization & engagement
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The Otter PLG playbook

Daryna kulya
OpenPhone

Daryna breaks down OpenPhone’s playbooks covering:

  • Approaches to capture vs. generate demand
  • Finding leads from online communities
  • Building word-of-mouth into OpenPhone
  • Capitalizing on spike events
  • Adding sales to a PLG flywheel
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Going from 0-1000 users with OpenPhone

GAURAV VOHRA
SUPERHUMAN

Gaurav breaks down Superhuman’s playbooks covering:

  • Building a high-touch onboarding
  • Where top-down sales meets PLG
  • The psychology of virality
  • How Superhuman prioritizes feature requests
  • Defining TTM (time to meme) as a measure of culture
Thank you! Your submission has been received!
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The Superhuman onboarding playbook

Steeve Vakeeswaran
ZAPIER

Steeve breaks down Zapier’s playbooks covering:

  • Building virality in single-player tools
  • Increasing adoption with sales-assist
  • Adding sales to a $140M ARR PLG engine
  • Identifying expansion opportunities
  • Defining TTM (time to meme) as a measure of culture
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Zapier's Sales & Expansion playbook

FRANCISKA DETHLEFSEN
AMPLITUDE

Coming soon....
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MARK TANNER QWILR

MARK TANNER
QWILR

Mark breaks down Qwilr’s playbooks covering:

  • How to transition out of founder-led sales
  • Experimenting with viral mechanisms
  • Transitioning to Product-Led Growth
  • Freemium vs. free-trial - when to pick which
  • The trade-off b/w monetization & engagement
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
The Qwilr virality playbook

MARIO ARAUJO
Softr

Mario breaks down Softr's playbook covering:

  • How Softr drives activations
  • Recipe for an ideal team
  • Growth as a function at Softr
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The Softr playbook to grow from 0 to 50k users in <15 months

Chang Chen
otter

Chang breaks down Otter's playbook covering:

  • Trade-off between monetization and free engagement
  • Biggest mistake PLG orgs. make
  • Building in the US vs. China
  • Structuring a growth team
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The Otter PLG playbook

Upcoming Guests

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Our Hosts

RUCHIN KULKARNI

Co-founder, Toplyne

While not helping PLG companies build product-qualified pipeline, I run long distances and lurk on r/MemeEconomy.

RAHUL KRISHNAN

ToFu Chef, Toplyne

Leading marketing in the streets, dealing PLG memes in the sheets.

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