In light of product-led growth (PLG) companies, is there evidence to suggest that the "land and expand" model is not as simple as it once was?

Yeah. I think there's some nuance there. So from my experience, I've seen natural expansion within anything from an SMB mid-market to Fortune 50. That happens. Somebody becomes an uber evangelist of a product and just start sharing it around, and then all of a sudden you see a bunch of new people signing up and they're getting excited too. That definitely happens.

So I think land and expand exists, but it's not as simple as any of us hoped it would be.

I think the lesson I would take from Airtable is that the deeper, more complex, more valuable your product is, no matter how intuitive it is, you have to put in the work to make sure that people are capturing that value.

And you might do that via high touch or scaled education, but you need to put in that time. To compare it to a company like Slack or something, there isn't the same kind of value in the network. Right?

The power of these products is that each end user can actually individually get a ton of value out of it.

At Airtable, we always talked about how we were trying to democratize software creation. Anybody should be able to build their own piece of software. But of course, that doesn't mean that it's built for them, that means they need to build it for themselves. 

That takes effort. That takes some investment of time and mental bandwidth. And we realized it was incumbent on us to help people along that path.

And I think for a lot of other companies, one way to grease the wheels there is to understand what is the land and expand path.

If you land in this use case, what are the most common next use cases? Or if you land in this team, what's the most common expansion pathway from there?

If you understand that, if you can map it, then you can accelerate it yourself because you can... It turns out a lot of companies, their marketing teams and their design teams work together in somewhat similar ways. So there's some learnings that you can bring across accounts.