When Adobe announced its intent to acquire Figma for $20 billion in September 2022, the product world paid attention. Not because of the price tag alone, but because Figma had achieved something unusual: it had displaced entrenched incumbents like Sketch and Adobe XD not through superior marketing or sales force, but through the product itself.
At the first Gathering of The Product Consortium, Yves Delongie dissected Figma's growth engine through the lens of product-led growth. Drawing on his experience as co-founder of Journy.io, a platform focused on product-led revenue, Yves went beyond the surface-level narrative to explain the specific mechanisms that made Figma's PLG strategy so effective.
The talk was particularly relevant for Belgian product teams operating in B2B SaaS, where the temptation to default to sales-led motions is strong and the playbook for product-led growth remains unfamiliar to many.
Original Presentation Slides
Download the slides from this talk as presented at the gathering.
