👋 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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