How Canva creates a magical PLG culture that drives value | Iain Dowling (Growth Design Lead at Canva)

We’re happy to welcome you on the Season 2 of the Growthmates podcast where we will dive into insightful conversations with leaders from Amplitude, Canva, Intercom, Coda, HubSpot, and more to come. If you enjoy our show — subscribe to get all episodes right to your inbox on katesyuma.substack.com. Listen now on Apple, Spotify, or watch on YouTube (new!).In this episode, Iain Dowling, Growth Design Leader at Canva, shares insights into his career path and the culture at Canva. He discusses the growth of Canva and the significant changes he has witnessed during his 6 years at the company. Iain also explains the transition from individual contributor to manager and the importance of coaching at Canva. He highlights the 4 pillars of Canva's growth and development framework and the training provided to coaches. Iain discusses the influence of designers on Canva's culture and the role of the “Vibe Team” in creating a positive work environment. He also shares insights into hiring for growth teams and the importance of effective one-on-one meetings. In this conversation, Iain discusses the importance of effective communication and provides valuable insights on building strong relationships, active listening, non-verbal communication, and overcoming communication challenges.Some Takeaways:* Canva has experienced significant growth over the years, but has maintained its core values and culture.* Coaching is an integral part of Canva's leadership approach, focusing on the growth and development of team members.* Canva's growth team is organized around key metrics, such as monthly active users (MAU) and annualized recurring revenue (ARR).* The “Vibe Team” at Canva plays a crucial role in creating and maintaining a positive and engaging work culture.* Hiring for growth teams requires individuals with a data mindset, an interest in user flows, and a focus on impact and iteration. Effective communication is crucial for personal and professional success.* Building strong relationships requires open and honest communication.* Active listening and empathy are essential skills for effective communication.* Non-verbal communication plays a significant role in conveying messages.* Overcoming communication challenges requires patience, understanding, and adaptability.Follow Growthmates podcast updates on:* Substack Newsletter (for instant inbox delivery): https://katesyuma.substack.com/* LinkedIn: https://www.linkedin.com/company/growthmates-podcast/* Instagram: https://www.instagram.com/growthmates_/Where to find Iain Dowling, Growth Design Lead at Canva:* LinkedIn: https://www.linkedin.com/in/idowling/Where to find Kate Syuma, Growth Advisor (ex-Miro):* LinkedIn: https://www.linkedin.com/in/ekaterina-syuma/* Newsletter: https://katesyuma.substack.com/* X (Twitter): https://twitter.com/kate_syumaWhere to find Oscar Torres, Product Designer at Miro:* LinkedIn: https://www.linkedin.com/in/oscartorrestryme/* Website: https://www.oscartorres.me/* Instagram: https://www.instagram.com/oscar_towers_/What we’ve covered in this episode:00:00 Introduction and Background01:20 Becoming a Growth Design Leader at Canva02:26 The Growth of Canva04:41 Transitioning from Individual Contributor to Manager06:21 The Role of Coaching at Canva08:30 The Four Pillars of Canva's Growth and Development Framework09:25 Training for Coaches at Canva10:41 The Influence of Designers on Canva's Culture15:59 The Growth of Canva18:36 Establishing the Growth Team at Canva21:55 Organizational Structure of the Growth Team25:16 The North Star Metrics for the Growth Team28:10 Introducing Magic Studio and AI at Canva35:19 The Role of the Vibe Team in Creating Canva's Culture38:53 Factors for High-Performing Growth Teams42:56 Recognizing Growth Talent and Hiring for Growth Teams47:51 Effective One-on-One Meetings and Team Bonding51:36 Favorite Book on Team Culture54:12 Closing Remarks and Contact Information02:30 The Importance of Effective Communication10:00 Building Strong Relationships20:00 Active Listening and Empathy30:00 Non-Verbal Communication40:00 Overcoming Communication Challenges50:00 ConclusionResources referenced:* Simon Sinek, “Leaders Eat Last”: https://simonsinek.com/books/leaders-eat-last/ * Sam Harris’s “Waking Up” app: https://www.wakingup.com/* "Growth and Development 12 Skills" framework — coming soon in a follow-up article! If you enjoyed this episode, don't forget to share it with your colleagues and like-minded friends. For sponsorship and other inquiries reach out to ekaterinasyuma@gmail.comSubscribe to get more episodes right in your inbox: katesyuma.substack.comThanks for reading Kate's Syuma Newsletter & Growthmates! Subscribe for free to receive new posts and support my work. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit katesyuma.substack.com