Product-Led Growth (PLG)

Patterns for building products where the product itself drives acquisition, conversion, and expansion. PLG flips the traditional funnel: users experience value BEFORE you ask for anything. These patterns help teams design self-serve experiences that compound growth without scaling sales headcount.

When to Apply

Reference these guidelines when:

• •Designing user onboarding or activation flows
• •Building freemium or free trial experiences
• •Creating self-serve upgrade paths
• •Adding viral or referral mechanics
• •Optimizing conversion funnels
• •Defining product-qualified leads (PQLs)
• •Setting up retention and engagement loops

Rule Categories by Priority

Quick Reference

1. Activation (CRITICAL)

• •activation-aha-moment - Identify and optimize the single moment users first experience core value
• •activation-time-to-value - Minimize steps between signup and value; measure in minutes, not days
• •activation-remove-friction - Defer everything that doesn't lead directly to the aha moment

2. Onboarding (HIGH)

• •onboarding-progressive-value - Each step must deliver immediate value, not just collect data
• •onboarding-skip-everything-skippable - Only require what's essential; make the rest optional
• •onboarding-teach-by-doing - Guide users through real actions, not feature tours

3. Conversion (HIGH)

• •conversion-pql-over-mql - Trigger upgrades from usage signals, not form fills
• •conversion-self-serve-upgrade - Users upgrade themselves at moment of realized need
• •conversion-in-context-prompts - Show upgrade CTAs where users hit limits, not random banners

4. Virality (MEDIUM)

• •virality-inherent-sharing - Build sharing into the core product action
• •virality-incentivize-after-activation - Only ask for referrals after users love the product
• •virality-both-sides-win - Reward both referrer and referee equally

5. Expansion (MEDIUM)

• •expansion-usage-based-pricing - Revenue grows as user value grows
• •expansion-proactive-tier-suggestions - Surface upgrades before users hit hard limits
• •expansion-seat-based-growth - Make adding team members frictionless

6. Retention (MEDIUM)

• •retention-habit-loops - Design cue → routine → reward cycles that create cravings
• •retention-variable-rewards - Vary the reward to maintain engagement
• •retention-notification-value - Every notification must deliver value, not just ask for attention

How to Use

Read individual rule files for detailed explanations and code examples:

rules/activation-aha-moment.md
rules/conversion-self-serve-upgrade.md

Each rule file contains:

• •Brief explanation of why it matters
• •Anti-patterns to avoid
• •Correct implementation pattern
• •Code examples where applicable

Full Compiled Document

For the complete guide with all rules expanded: AGENTS.md