Product-led growth is a go-to-market strategy where the product itself — not a sales team — drives customer acquisition, conversion, and expansion, typically through free trials, freemium tiers, or self-serve onboarding that lets a prospective customer experience real value before talking to anyone.
PLG works best when a product can demonstrate value quickly and without requiring privileged access or a lengthy setup — which is why a first useful result with minimal friction (a scan, a trial, an instant output) is usually central to a PLG motion.