BUILD: The End User Era

As we enter a whole new decade, it’s important to recognize that we are also entering a whole new era of software: The End User Era.

Software purchasing power is increasingly moving down the org chart—away from executives and toward end users.

Product led growth (PLG) is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion and expansion. PLG is how you adapt to the End User Era. It’s all about building a product for end users, and then distributing that product to the same end users. Like many things in life, PLG is simple, but not easy. To give you some help, we’ve pulled together the definitive collection of PLG founder stories, case studies and how-to guides to help you win by embracing the all-powerful end user.

In this edition of BUILD, you’ll find leadership philosophies and best practices around product led growth (PLG) as a go-to-market strategy. You can get your hands on a digital copy of the book here. Enjoy!


OpenView, the expansion stage venture firm, helps build software companies into market leaders. Through our Expansion Platform, we help companies hire the best talent, acquire and retain the right customers and partner with industry leaders so they can dominate their markets. Our focus on the expansion stage makes us uniquely suited to provide truly tailored operational support to our portfolio companies. Learn more about OpenView at openviewpartners.com.
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