Most entrepreneurs dream about building a billion-dollar business—but the idea of giving things away for free feels counterintuitive. The truth is, some of today’s most successful companies like Zoom, Dropbox, and Canva were built on this exact model. If you’re still clinging to outdated go-to-market strategies, you’re leaving exponential growth on the table.

In this episode, JR Lay sits down with Dave Boyce, Executive Chairperson and EVP of Product at Winning by Design, to unpack his new book Freemium. With five SaaS exits under his belt, Dave reveals the 3-step formula behind freemium success: empathy, generosity, and metrics. Together, they explore how B2B entrepreneurs can harness these principles to win in an AI-driven, self-service economy.

If you’re ready to create value first, monetize second, and future-proof your business, this conversation will give you the clarity and confidence to level up.