Miro was founded in 2011 with the simple idea of bringing a whiteboard into a browser. From that, it emerged into a worldwide platform with an infinite canvas that enables teams to lead engaging workshops and meetings, design products, brainstorm ideas, and more experimentation and iteration. The Miro vision became; 'We are building a company, a platform, that empowers teams across the world to create the next big thing.''

FIND YOUR HAND-RAISERS Humans are visual thinkers and also social animals. And when you consider those two things, it becomes clear why Miro is so successful. Their hyper growth of upto 45 million users globally, has focussed on connecting with “hand-raisers”: people who adopted the product and are ready to talk with someone to take it to the next level of adoption in their company.

PRODUCT (!) LEAD GROWTH

It is therefore remarkable that Miro has not chosen a user-lead but moreover a Product-Lead growth approach. This product focus is a data driven method addresses genuine user needs, ensuring that satisfied users naturally recommend the platform to others. In short, a positive user experience is the flywheel and therefore, the teams need to relentlessly focus on the product - market fit, to streamline the user experience, remove all frictions. Miro wants the visual collaboration product to sell itself, creating a viral growth loop.

CREATE VIRAL LOOPS

One of the loops is encouraging users to share their work with others. Existing users create boards and invite colleagues, partners, or clients to collaborate. Each invite then introduces new users, where one user brings in multiple others, who then bring in their own network etc. In short, a positive user experience is the flywheel and therefore, the teams need to relentlessly focus on the product - market fit, to streamline the user experience, remove all frictions.

Ask yourself:

• What is the most natural to use element of your product? What friction does it solve?

• Who are the ‘hand raisers’ of your service willing to invite or connect others?

• What would be a way for this to create more viral loops from user to (non)user?