Today’s episode is with Claire Butler, Senior Director of Marketing at Figma, and one of the company’s first 10 employees.

In today’s conversation, she sketches out Figma’s five phases of community-led growth — and shares tons of advice along the way for startups who also are looking to build an organic growth engine.

In the first phase, Claire covers the biggest lessons from Figma’s years of stealth mode — and how you can start planting the seeds for a community when you don’t have a fully-formed product. She also unpacks the decision to eventually emerge from stealth, after years of quietly building.

In the second phase, Claire opens up the pages of Figma’s launch playbook — from taking over design Twitter, to marketing to folks who tend to bristle at traditional SaaS marketing.

In the third phase, she shares how Figma leveraged the community to get folks to try the product, even if they weren’t going to switch over right away to designing in Figma full-time. In this phase of community-building, Figma built out its evangelist strategy and Claire shares tons of tips for generating excitement around your nascent product.

In the final two phases, Figma needed to connect the individual users that loved the product with a larger enterprise strategy. They didn’t layer in a sales team until four years after the product launched, and didn’t add a paid product tier until another two years after that. Claire explores the ins and outs of these GTM trade-offs.

You can follow Claire on Twitter at @clairetbutler

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