Product-led growth (PLG) is an end-user-focused growth model that relies on the product as the primary driver of customer acquisition, conversion, and expansion. Workers have shifted from working in defined workplaces to working on-the-go, and they seek to buy and use software on their own terms. Now, anyone can discover software. This means that the product is doing some of the heavy-lifting that used to belong to marketing and sales and giving them new areas of focus.