AI is kicking off the next revolution of B2B PLG

Why look for a product when you can just... build it???

Product-Led Growth (PLG) changed the game. Instead of being sold bloated software over steak dinners and locked into multi-year contracts, customers started choosing products that actually solved their problems - tools that were easy, delightful, and self-serve.

But even with PLG, you were still hunting for the best-fit product. You’d trial, compare, and compromise. Most of the time, you ended up paying for a bloated platform just to use one tiny feature.

Enter Lovable, which flips that script - and unlocks a market dynamic we’ve never seen before. If PLG was about finding the right/best product on your own, now you don’t have to find it at all. You just… vibe code it on your own (aka build it without needing to know how to code). Instantly. Custom. Yours.

Let’s be real - this isn’t just a new motion. It’s a whole new playing field.