When your product is that good word of mouth becomes a force of nature propelling you forward. The takeaway: While a great product + great sales/marketing tends to win in SaaS, some companies can differentiate on pure product in ways that are incontrovertible. 99.9% of SaaS companies need a great go-to-market, but Figma is the exception that breaks the rule – their GTM is great, but they could’ve won if it had been a ham sandwich. Nobody complains about it people occasionally marvel at it (“Did you know that the Designers also use Figma for all of those awesome presentations they made?!”). This rapid transition never happened with prior generations of Design technology as far as I can tell – Figma is the rare product that is as good as advertised. ![]() It would be like half the world’s sales teams quit using Salesforce overnight. ![]() It is weird that all designers suddenly wanted to move to Figma. Design products are complicated it isn’t “fun” to try out a new vector graphics editor. Designers are not like engineering or marketing teams that love hopping to the sexy new product. I’m not sure that the broader technology and business community appreciates how unique this dominance is, because they don’t work closely with designers. Of course, this was just a time saver as Figma would’ve won any bakeoff anyway – it was obvious within 30 seconds that it was the best. If we hadn’t purchased Figma our designers would have physically assaulted me and/or quit, in no particular order. Within roughly one renewal cycle of our prior product, Figma was already taking over – we literally went from purchasing one design product to purchasing Figma while still under contract with our prior contract because the industry was moving en masse.Īt least in our case Figma’s sales process was a formality – we didn’t do a bakeoff. Abnormally Dominantįigma ate up all of the mindshare in the Designer community essentially instantaneously. With Figma getting acquired for approximately 1.3 gazillion dollars by Adobe, here are some quick SaaS and product strategy reactions from a Figma fan. In my opinion Figma is different in a way that a lot of people may not realize. ![]() My team has been a buyer of the standard UX design stack in the last few years: Between Sketch, followed by Invision, then Figma, I’ve signed a lot of design contracts. I’ve been both a Figma user and enterprise buyer.
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