👋 Hey, there! Welcome to the Top of the Lyne newsletter 🥳

I’m Ruchin. I lead the sales, marketing, and data science teams at a company I co-founded two years ago called Toplyne.

Two years ago.

That was a time when quiet whispers of “product-led growth” were echoing softly in small pockets of the internet and the corridors of the venture capital firm I was about to step out of - to start a company.

I started this newsletter as a way to precipitate the chatter, and more importantly - as a selfish way to document my research on PLG companies. (We were building a product for them)

Things quickly got out of hand.

  • “Product-led growth” went from a quiet whisper to the foghorn on a maglev hype train.

  • Top of the Lyne grew to 10k subs in 6 months - including founders, marketers, and investors at the likes of Figma, Canva, Notion, Productboard, Zapier, and Sequoia Capital.

We were suddenly everywhere. Including Paul Graham’s Twitter feed:

We covered around 74 PLG companies (a company a week) in around 75 weeks. You can find the complete archive here.

And then we went dark.

Toplyne grew quickly, and my time was split context-switching between marketing, sales, data science, legal, travel, meetings - and you know, life.

Two years on, I find myself in a similar position once again: Surrounded by quiet whispers of the death of the cookie, IDFA changes, first-party data.

The product we built for PLG companies is now being used by D2C companies to build first-party audiences for ad campaigns, and I’m finding myself researching D2C companies - specifically, how they run their marketing.

Top of the Lyne is now a way for me and my team to document what we find. And precipitate the chatter.

You’re welcome to follow along.

Cheers,

Ruchin.

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Co-founder at Toplyne | Previously investor at Sequoia
connoisseur of authentic content and products.
Tech, but through stories
Born too early to explore space. Born too late to explore the earth. Born just in time to write about B2B SaaS.