Creating a new category for feature management

In this episode of the ProductLed Podcast, Wes Bush and Esben Friis-Jensen sit down with Edith Harbaugh, CEO and co-founder of LaunchDarkly, the feature management platform used by more than 5,000 customers, including 25% of the Fortune 500.

Edith shares how her experience at TripIt led to the insight behind LaunchDarkly, and why feature management became such a critical part of modern software delivery. She explains what it actually took to create a category in the early days, when many companies were still shipping software only a few times a year, and why listening to customer pain mattered more than trying to force a new movement on the market.

The conversation also dives into LaunchDarkly’s unusual balance of product-led and enterprise sales, why the company kept its free tier even as it grew upmarket, and the story behind its first real enterprise deal. Edith also opens up about returning as CEO, how AI is reshaping software delivery, and why she now sees LaunchDarkly as runtime control for the AI era.

One of the biggest themes throughout the episode is Edith’s leadership philosophy: work should be fun. For her, that means helping teams reduce toil, build better software, and stay connected to the real impact they have on customers.

Key Highlights:

• 01:59 - What Feature Management Actually Does

Edith breaks down feature management in simple terms, from beta rollouts and experimentation to location-based access and safe runtime control.

• 03:09 - The TripIt Insight Behind LaunchDarkly

How constant mobile and backend releases at TripIt revealed a problem most software teams still had not solved.

• 04:47 - How to Create a Category People Want

Edith explains why category creation was much harder than it looked, and how meeting customers where they were helped LaunchDarkly gain traction.

• 07:00 - Why Early Customers Chose Buy Over Build

A look at how teams with homegrown flagging systems became some of LaunchDarkly’s best early customers.

• 08:50 - Market Pull Matters More Than Pushing

Why category creation only works when buyers already feel the pain, and how Edith looked for real pull instead of forcing the message.

• 12:23 - The Free Tier That Survived Enterprise Sales

Edith shares why LaunchDarkly kept its free motion, even after realizing the company was becoming an enterprise sales business.

• 13:57 - The First Enterprise Deal Changed Everything

The story of a customer who refused to buy on a credit card, and how that revealed the buying behavior that shaped the company’s go-to-market.

• 21:02 - Why Edith Came Back as CEO

Edith talks about stepping away, returning to the role, and why AI created the kind of moment that called for founder-led leadership again.

• 22:11 - LaunchDarkly as Runtime Control for AI

As AI accelerates code production, Edith explains why launch, measurement, and control are becoming even more important.

• 27:11 - Why Founders Should Make Work Fun

Edith shares her leadership philosophy on reducing toil, helping teams enjoy the craft, and building in markets you genuinely care about.

Resources:

• 🚀 LaunchDarkly
• 💼 Connect with Edith Harbaugh on LinkedIn:
• 💼 Connect with Wes Bush on LinkedIn
• 💼 Connect with Esben Friis-Jensen on LinkedIn
• 🧠 Sign up for the ProductLed Newsletter