Love transforms users into champions

You're not going to do that unless you really believe in something. And so just using it isn't enough to get someone over that stage of going from just a user to a champion.

There has to be this, almost irrational, this emotional response to your product and this like love for it. First, it has to be cultivated internally, too. People, internally, have to authentically love something to really stand behind it... if people are loving something to the point where they can sing at the top of their lungs and just really talk about how Figma's great, if we can get there, that's a wonderful place to be.

I like to think about it more as community led growth or there are certain people inside a company that feel so strongly about Figma and that they're helping push for it in these advocates and evangelizing for Figma... oftentimes, what the sales team does is really empower those individuals to make a stronger case or connect them to the rest of the company.

I think it was more that whole term of art became a thing as maybe many other freemium SaaS products took off... I think the core of it really was building a product that customers loved enough that they would put their own social capital on the line to get their coworkers on board.

And frankly, when you are small, you need everyone rooting for you that you can possibly get.

People love the product. That's the driver of the growth.

We never spent any money on paid user acquisition, literally no dollars in the entire time I was there, because people loved the product and they told their friends about it and that's how it grew.