Execution Layer

We are now into the execution layer.

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This is how you bring the system and your growth engine to life. These are the specific channels we use to reach our market. The tactics and tools we use to improve conversion rates and product retention.

I said at the beginning that scalable and defensible growth does not start at the execution layer. Yet this is exactly where we see so many startups begin (and even later-stage companies too, if we’re being honest). They start from an execution layer and then work backwards. They look for tactics and competitive playbooks that they can clone. That’s the complete opposite of what you need to be doing.

As we move into the execution layer of this program, you’ll have already constructed a strong foundation, which means the execution layer will only work that much better. Just as importantly, that foundation will make it far easier to identify the tools and tactics to focus on, and which ones you can confidently ignore.

In the execution layer, we will be working with you to identify the optimal channels and the fuel that powers your engine. We will examine lubricants: ways to reduce friction from your engine to get it spinning faster. And we will talk about the infrastructure: the data, automation, and tooling to introduce more and more scalability into your growth engine.