We are now into the execution layer. This is how you bring the system and engine to life.

These are the specific channels and tactics used within our three motions.

The “fuel” (content, story, design, copy) we push through those channels. The “lubricants” we use to remove friction and increase user delight and conversion rates. And the infrastructure that supports the many moving parts within this layer.

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.

Why It Works Better Here

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.