Choose The Motion By Buying Friction

Motion follows ICP friction, not founder identity. The operating idea The right starting question is not “are we PLG or SLG?” but “what friction does the target buyer face before trust appears?” In go-to-market work, PLG and SLG are not identities; they are operating choices tied to how a target buyer reaches trust. PLG is strongest when the product can create meaningful value quickly enough that usage becomes proof. SLG is strongest when the buyer faces real implementation, budget, or political risk and needs a human to reduce that risk. Many teams need a hybrid motion, but that choice should…

Sign up free — one personalized lesson every day, matched to your role and goals.

Already have an account? Sign in