If you're PLG and you want to increase conversions, give you visitors a mental picture of their problem

• i.e. "the struggling moment"

The keyword is here "moment."

When you ask founders "what problem does your product solve," they often talk about meta-level problems like:

• "data is disconnected"
• "teams are siloed"
• "you don't have good visibility"

While these are actual problems... they are hard to imagine.

With product-led growth, you need to reduce friction as much as possible—which means helping people visualize a moment where disconnected data becomes tangible.

Think about old school infomercials.

• Before they show the solution, they show several struggling moments in rapid succession.

Start with the meta-problem and work your way to down to individual's actual day-to-day experiences.