Power users adopt software for editor craft but stay for collaboration
Claire Butler · An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire) · Sep 7, 2023 · at 18:06
Claire Butler, early marketing lead at Figma, explains why Figma's bottom-up growth differed from other product-led collaboration tools.
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“When you're a designer and you're in a tool eight hours a day, saving that one click is huge. Right, and so I think the obsession with quality and with craft within the editor, right, for us, for Figma, is maybe the difference. And I think about other go-to-market tools that maybe focus so much on the collaboration side, or like the product-led of the expansion, and that is a huge part of Figma, don't get me wrong, but the tool itself, right, like the editor, that's where it all starts, and that's what these people love, and then the collaboration is kind of like, Yes, it's the thing that's like our differentiator, but it's actually like you stay for the collaboration. You don't want to talk about it or like learn about it, or nobody wants to talk about collaboration. You just want it to work, right? You care about the tool and that the tool is working well. And so I think that maybe that's the difference is the obsession with the tool itself.”
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