If you're PLG, ask yourself:

• does my product "sell itself" within one account? 
• or does it "sell itself" to multiple accounts? 

Not all PLG strategies are created equal.

The vast majority of PLG companies encourage expansion within one single company

For example:

Asana encourages you to "add your team members" when you sign up.

This is known as “internal virality.”

But the true hyper-growth PLG companies find ways for the product to encourage expansion BEYOND your company.

Take the example of Calendly. Like Asana, the product encourages you to add your team members.

But it also encourages you to send Calendly links to anyone who wants to meet with you—even those outside your company.

This is known as “external virality.” 

Every time you send a Calendly, it has the chance of infecting an entirely new account, which in turn can spread to all their employees—like a virus.

These are the stories you hear of founders saying "we didn't do any marketing and our user base still skyrocketed."