There are two sides to every marketplace, and on either side is an audience who considers themselves the expert. Rarely can both sides be served in the same capacity at the same time, especially when starting out. This talk looks at the principles that need to be in place and the tradeoffs that need to be made in order to support the supply and demand of a marketplace. Lessons in: - Being audience-led: Leaning into audience behavior and market conditions to develop features and use cases - Toeing the line: Assessing when programs and processes are helpful and when they’re a hinder - Product-led growth: Ensuring the right funnels are in place to maintain growth on both sides - Balancing advocacy: Leveraging aspirational case studies to inspire the general population