Beyond Product Obsession: How Figures Balanced French Tech Culture with Commercial Success

Beyond Product Obsession: How Figures Balanced French Tech Culture with Commercial Success

French tech has a reputation problem. In a recent Category Visionaries episode, Figures CEO Virgile Raingeard revealed how his company leverages France’s product-obsessed culture while avoiding its typical pitfalls.

The Cultural Context “I think there’s a lot of French founders that are product obsessed,” Virgile explains. “It comes back to culturally sort of the French thing, right? France being seen as a bastion for art, cultural literature, which is a noble thing. And in a way, I think building a great product or product-led company is seen as very noble.”

The Distribution Challenge This cultural emphasis on product excellence comes with a downside. “Building a sales-driven company, a distribution first company is not being seen in a noble way,” Virgile notes. This bias creates a significant challenge for French startups looking to scale globally.

Embracing the Obsession Rather than fighting his cultural DNA, Virgile acknowledges it: “I’m obsessed by product building and this is what drives me the most.” But he’s also aware of the risks: “I think it’s prevented some founders from achieving better outcomes by thinking more about building and designing, having a very artistic vision of designing a great product without caring too much of how you’re going to sell it.”

Learning from Success Stories French successes like Kontie and Zenley show what’s possible. “Konto, as you might heard, like the banking fintech raised 300 million or something earlier this year, I think is a model of efficiency, company building and so on,” Virgile shares. These companies prove that French product excellence can translate to commercial success.

The Ecosystem Evolution The French tech ecosystem is maturing rapidly. “French funding into French companies has kept on growing year over year,” Virgile notes. “And maybe about to surpass Germany when it was like two, three, four or five years ago, Germany and Berlin and Munich versus used to be much more advanced as an ecosystem.”

Balancing Art and Commerce For Figures, the solution has been to embrace product excellence while actively learning from global competitors. “We are looking at their product videos and being like, that seems a good idea, that seems like a good idea,” Virgile explains about studying U.S. competitors. This approach allows them to maintain their product-focused culture while ensuring commercial viability.

Key Lessons for Global Founders

1. Cultural Strengths Can Scale Rather than abandoning cultural strengths, find ways to make them work in a global context. French product obsession can be an advantage in a product-led growth environment.
2. Learn from Other Markets Use competitors in more commercially-oriented markets as learning opportunities rather than threats.
3. Acknowledge Cultural Blindspots Understanding your culture’s limitations is the first step to overcoming them.
4. Build on Local Success Stories Study how other companies from your ecosystem have successfully scaled globally.

For founders building global companies from any market, Figures’ experience offers valuable insights into turning cultural characteristics into competitive advantages. Sometimes the key to success isn’t fighting your culture, but finding the right way to channel it.