Funnel teardown: Linear (Project management for software teams)
Founder(s): Karri Saarinen, Tuomas Artman, Jori Lallo

Linear's funnel is restraint as positioning. The hero, the page, the product, and the pricing all communicate one message: software teams who hate process bloat.

TL;DR: Linear's funnel makes minimalism the marketing. The hero, the screenshots, the pricing page, and the product itself all signal the same value: software teams who reject configurability for speed. The lesson for indie founders: when your audience resents the dominant incumbent's specific structural choice, naming that rejection and embodying its opposite is the highest-conversion positioning available.

What they sell: Issue tracking and project management built for high-velocity software teams.
Who it's for: Software engineering teams from startup to scale-up who reject Jira's complexity.
Pricing: Free tier (250 issues); Basic ~$8-10/user/mo, Business ~$14/user/mo, Enterprise custom (verified 2026-05-17).

Hook pattern: Aesthetic-as-positioning
The hero is a single screenshot of the product working fast. There is no manifesto, no industry-problem framing, no founder narrative on the first scroll. The implicit argument is: if you have used Jira and resent it, you already know why Linear exists; the rest of the page just confirms. The aesthetic compression IS the positioning.

Story pattern: Implied-rejection-of-incumbent
Linear never names Jira directly on the marketing surface, but the entire page reads as 'this is what issue tracking looks like when it does not feel like Jira.' The story is told by absence — no configurability theater, no admin-required workflows, no enterprise gravitas. Readers who have lived in Jira recognize the contrast instantly.

Offer pattern: Restrained price ladder
Free tier with a structural cap (250 issues), Basic that removes the cap, Business that adds team-scale features (cycles, roadmaps), Enterprise that handles procurement. Pricing-page minimalism is so consistent it becomes its own message: 'we trust you to read four rows.' The restraint signals product confidence the way a verbose page signals defensiveness.

What's working:
Aesthetic minimalism IS positioning when your audience resents tooling complexity.|Implied rejection of Jira is the entire story; naming Jira would weaken the move.|Volume cap on free tier maps to natural team growth, not arbitrary feature gating.|Layered upgrade triggers (volume first, then workflow features) ensure conversion fires across buyer paths.|Single screenshot in hero compresses category recognition; no scrolling needed to understand what Linear is.|Founder-led marketing on Twitter (Karri Saarinen, Tuomas Artman) anchors the brand to credible humans.

What to adapt:
If your audience resents the incumbent's structural decision (configurability, complexity, gatekeeping), embody the opposite without naming the incumbent. Implied rejection is stronger than direct attack.|Use volume caps on free tier when usage scales with team success; map the trigger to natural growth events.|Trust the reader's intelligence. Restrained pages signal product confidence; verbose pages signal defensiveness.

What to avoid:
Do not adopt restrained positioning if your buyer requires per-feature breakdowns to justify procurement.|Do not name the incumbent directly when implied rejection is stronger. Naming Jira would force comparison-shopping; not naming forces self-identification.|Do not skip an Enterprise tier; procurement-driven buyers need the option even if most never take it.

Brunson lens:
Hook: Aesthetic-positioning hook (rare in Brunson canon but legitimate) — the page's restraint is the message.
Story: Implied-villain story (Brunson 'Common Enemy' executed without naming the enemy) — readers who have lived in Jira recognize the contrast.
Offer: Restrained four-rung Value Ladder with a structural free-tier cap as the volume trigger and feature unlocks as the workflow trigger.
Value ladder tier: Front-end lead funnel (free with cap) plus per-seat subscription core (Basic, Business) plus high-ticket Enterprise back-end.