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The unconventional growth levers that made Canva a $42B company
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From: review@...
To: [email protected]
Date: Tue, 13 Jan 2026 16:59:32 GMT
Subject: The unconventional growth levers that made Canva a $42B company
To: [email protected]
Date: Tue, 13 Jan 2026 16:59:32 GMT
Subject: The unconventional growth levers that made Canva a $42B company
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<span class="preheader" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">Early evangelists and an ambitious SEO strategy</span>
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<p style="margin: 0 0 1.5em 0; line-height: 1.6em;"><em>Cameron Adams barely knew Melanie Perkins and Cliff Obrecht before the three decided to build Canva together. In a recent conversation, Adams shared how he knew it was the right choice, how SEO and localization unlocked massive growth, and more.</em></p><h2 id="canva%E2%80%99s-path-to-product-market-fit-how-a-two-hour-founder-date-led-to-a-42b-design-platform" style="margin-top: 0; font-family: -apple-system, BlinkMacSystemFont, Roboto, Helvetica, Arial, sans-serif; line-height: 1.11em; font-weight: 700; text-rendering: optimizeLegibility; margin: 1.5em 0 0.5em 0; font-size: 32px;"><a href="https://email2.firstround.com/c/eJxUj8tqwzAURL9G2jnch3UlLbQoFP-Hno2oHRdbSaFfXxK66XKGgTmnhJRQZl0DWnFMbER03WJfp16CeBHrZ4zsmAUAkEoBb_U1ICK4YnOKrabMYNiCEyaMAI5K0T0QkAAioxhPfDGeK9RsIzeDvkQ1Q-vHOY79fiuXvG96Ddcxvk7Fb4oWRctRH71-X_6vnr2ihdm3J6ziZVP8zqmBowxTwSzT3GY3eeI2tWytR8_FgtFH-BmHmmHtcdtvr8sR0n39nF7GeoSP636Ov_QI9BsAAP__EBJSzA" rel="noreferrer" style="overflow-wrap: anywhere; color: #62DCAD; text-decoration: underline;" target="_blank"><strong style="font-weight: 800;">Canva’s Path to Product-Market Fit: How a Two-Hour Founder Date Led To a $42B Design Platform</strong></a></h2><p style="margin: 0 0 1.5em 0; line-height: 1.6em;">In March 2012, <strong style="font-weight: 700;">Cameron Adams</strong> returned to Sydney from San Francisco at an uncertain moment. The <strong style="font-weight: 700;">Google</strong> alum had just come back from a fundraising trip for Fluent, the email startup he’d co-founded, without securing the backing he’d hoped for. He also had a newborn at home.</p><p style="margin: 0 0 1.5em 0; line-height: 1.6em;">“We spent two months traipsing up and down Sand Hill Road and all over the Bay Area. We thought we would come back with a novelty-sized check of $2 million. Didn’t pan out that way."</p><div class="kg-card kg-image-card" style="margin: 0 0 1.5em; padding: 0;"><a href="https://email2.firstround.com/c/eJxUj0tq7DAQRVcjzdSUqvSrgQYPHt6HvrGI3Q62ugNZfUiTSYb3cuBwasxZOyNb1N4FQrLOybansalRo2PnPBudKBA5ANBYK7CXa_Q6hZ6DAQ6lUUZvO0PO3EPr1mOWIyKgA61JO8tIN8vUoBWfqFvNNQkDfZzXPI_Hvd7KscstrnN-XIL-CVwELmd7jvZ5-0v9_AKX2r0plK2gZRf0n3KHgAVU1cUp001QjNRVL96zZqoerDzj1zyFgW2k_bi_lDPmx_auXsVyxrf1uObvekb8DgAA__-5B1Pm" style="overflow-wrap: anywhere; color: #62DCAD; text-decoration: underline;" target="_blank"><img src="https://review.firstround.com/content/images/size/w1600/2026/01/FRC-PMF-Canva-2.jpg" class="kg-image" alt loading="lazy" width="600" height="362" style="border: none; -ms-interpolation-mode: bicubic; max-width: 100%; display: block; margin: 0 auto; height: auto; width: auto;"></a></div><p style="margin: 0 0 1.5em 0; line-height: 1.6em;">He’d left his role as a user interface designer at Google to give the startup his full attention — a decision that left him taking stock of what came next.</p><p style="margin: 0 0 1.5em 0; line-height: 1.6em;">That’s when <strong style="font-weight: 700;">Lars Rasmussen</strong>, the co-founder of Google Maps and Adams’s former boss at Google, came to him with a serendipitous suggestion, encouraging Adams to meet a young entrepreneur he’d recently been introduced to: <strong style="font-weight: 700;">Melanie Perkins</strong>. Perkins, with her partner <strong style="font-weight: 700;">Cliff Obrecht</strong>, had built an online yearbook business called Fusion Books, which was pulling in $2-3 million a year.</p><p style="margin: 0 0 1.5em 0; line-height: 1.6em;">But they had their eyes on a much bigger prize. If students could easily create and publish their own yearbooks online with zero design skills, it stood to reason that with the right tools, <em>anyone</em> should be able to design <em>anything</em>…</p><p style="margin: 0 0 1.5em 0; line-height: 1.6em;"></p><div class="btn btn-accent" style="box-sizing: border-box; width: 100%; display: table;"><table border="0" cellspacing="0" cellpadding="0" align="center" style="border-collapse: separate; mso-table-lspace: 0pt; mso-table-rspace: 0pt; width: auto;" width="auto"><tr><td align="center" style="font-size: 18px; vertical-align: top; color: #15212A; border-radius: 5px; text-align: center; font-family: -apple-system, BlinkMacSystemFont, Roboto, Helvetica, Arial, sans-serif; background-color: #2CC58A;" valign="top" bgcolor="#2CC58A"><a href="https://email2.firstround.com/c/eJxUj8FqLCEQRb9Gdz1UWVrqwsWDR_-HWpqRdE-HHmcC-fqQIZss7-XA4UgqBdnqltBzIEOOWbc9j20Zkjgy-2gxUyBiAEAjAtHra6LKoZSALrcchRBc7SLe15Kd76XqkQwYBkRCdtHQxUVq0KrP1B1GycpCH-d9nsfjJpd67HpL1zk_7or-KbMqs57tOdrn5S_18yuz5m49VyFF667oP5UOwVRYBCsvttuwREN96dX7iJHEg9Nn-pqnsrCNvB-3l3Km8tjel1exnuntetzn73om8x0AAP__QrNUjw" style="overflow-wrap: anywhere; border: solid 1px #3498db; border-radius: 5px; box-sizing: border-box; cursor: pointer; display: inline-block; font-size: 14px; font-weight: bold; margin: 0; padding: 12px 25px; text-decoration: none; background-color: #2CC58A; border-color: #2CC58A; color: #FFFFFF;" target="_blank">Continue reading on The Review</a></td></tr></table></div><p style="margin: 0 0 1.5em 0; line-height: 1.6em;"></p>
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Cameron Adams barely knew Melanie Perkins and Cliff Obrecht before the three decided to build Canva together. In a recent conversation, Adams shared how he knew it was the right choice, how SEO and localization unlocked massive growth, and more.
Canva’s Path to Product-Market Fit: How a Two-Hour Founder Date Led To a $42B Design Platform [https://email2.firstround.com/c/eJxUj8tqwzAURL9G2jnch3UlLbQoFP-Hno2oHRdbSaFfXxK66XKGgTmnhJRQZl0DWnFMbER03WJfp16CeBHrZ4zsmAUAkEoBb_U1ICK4YnOKrabMYNiCEyaMAI5K0T0QkAAioxhPfDGeK9RsIzeDvkQ1Q-vHOY79fiuXvG96Ddcxvk7Fb4oWRctRH71-X_6vnr2ihdm3J6ziZVP8zqmBowxTwSzT3GY3eeI2tWytR8_FgtFH-BmHmmHtcdtvr8sR0n39nF7GeoSP636Ov_QI9BsAAP__EBJSzA]
In March 2012, Cameron Adams returned to Sydney from San Francisco at an uncertain moment. The Google alum had just come back from a fundraising trip for Fluent, the email startup he’d co-founded, without securing the backing he’d hoped for. He also had a newborn at home.
“We spent two months traipsing up and down Sand Hill Road and all over the Bay Area. We thought we would come back with a novelty-sized check of $2 million. Didn’t pan out that way."
He’d left his role as a user interface designer at Google to give the startup his full attention — a decision that left him taking stock of what came next.
That’s when Lars Rasmussen, the co-founder of Google Maps and Adams’s former boss at Google, came to him with a serendipitous suggestion, encouraging Adams to meet a young entrepreneur he’d recently been introduced to: Melanie Perkins. Perkins, with her partner Cliff Obrecht, had built an online yearbook business called Fusion Books, which was pulling in $2-3 million a year.
But they had their eyes on a much bigger prize. If students could easily create and publish their own yearbooks online with zero design skills, it stood to reason that with the right tools, anyone should be able to design anything…
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