Whether it was our first call or our hundredth, founders inevitably asked me whether they should market and sell their enterprise software to buyers/executives (top-down) or to users (bottom-up). The next day, I attended several sessions at FC Build, where CEOs of unicorn and public companies mentioned product-led growth either as a major contributor to their growth or a major area of focus in the future. Some of the projects I enjoyed most were really about product-led growth: Launching a trial and growing data scientist users for Domino Data Lab, increasing self-serve revenue from developers for Netlify, and commercializing open-source software for Teleport.