During the pandemic, Figma observed that users were creatively using its design tool as a whiteboard for brainstorming sessions due to remote work conditions. This unexpected usage inspired Figma to develop FigJam, a dedicated whiteboarding product. The company faced strategic decisions about whether to allow the FigJam team to operate independently or integrate their efforts with broader company goals. They recognized the challenge of balancing rapid development with the need for product cohesion. Over time, Figma developed a framework to manage product development more effectively, focusing on shared primitives and strategic go-to-market approaches. These insights were crucial for aligning new product developments with overall company objectives, ensuring fluidity between tools, and optimizing sales strategies from the outset.