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Value-Driven Growth: LinkedIn's Billion-Dollar Subscription Strategy — Ora Levit, LinkedIn

8 snips
Sep 17, 2025
Ora Levit, Vice President of Product Management at LinkedIn, oversees the platform's billion-dollar subscription services. She discusses the importance of a value-driven growth approach, emphasizing that true long-term growth comes from continuously enhancing user benefits. Ora explains how LinkedIn personalizes experiences based on user intent to prevent churn. She also shares insights into the culture of experimentation, revealing that running over a thousand tests annually helps teams learn and innovate continuously, while addressing the interesting phenomenon of user 'boomerang' behavior.
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INSIGHT

Value-Driven Growth Works

  • Ora Levit argues growth follows continuous value delivery rather than one-time tactics.
  • They add features and explain use to keep acquisition and retention self-reinforcing.
ADVICE

Specify Member Job To Be Done

  • Include target member and their job-to-be-done in every product spec before building features.
  • Maintain a dedicated value team equal in size to growth teams to keep improving benefits.
INSIGHT

Optimize For Long-Term Revenue

  • LinkedIn measures premium engagement by premium sessions to track value use.
  • They optimize for long-term revenue and forgo short-term income that harms member experience.
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