Merci Grace (ex-Head of Growth at Slack) on PLG, interviewing, storytelling, building a diverse team, hiring salespeople, building a growth team, and much more

Product-led growth relies on delivering immediate, day-zero value that allows users to adopt a tool independently, often without requiring a sales-led motion. Founders should prioritize storytelling by leading with unique insights or high-stakes action rather than generic market data. Slack’s evolution into a B2B powerhouse demonstrates that successful growth teams focus on user-centric onboarding that is deeply embedded in the product experience, rather than relying on external, off-the-shelf frameworks. When hiring for growth, candidates should be evaluated through practical, hands-on assignments that reveal their problem-solving capabilities and communication style. Ultimately, building a diverse team early creates a self-reinforcing flywheel of talent, while knowing when to transition from a product-led to a sales-led motion—often when customers explicitly demand professional support—remains a critical milestone for scaling enterprise-grade software.