Growth Process

As we've hinted, growth requires experimentation and testing to determine what will work for your startup.

Experimentation comes in different forms.

• For your five fits, experimentation will help you adapt when changes inevitably happen in your business.
• For your growth funnel, experimentation can help you figure out why users are or aren't behaving in the intended ways.
• For your acquisition efforts, experimentation can involve testing different channels or tactics within a particular channel.

Although the outcomes of experimentation will look very different for each framework, the way you conduct your experimentation is standardized.

We call it the growth process:

Think back to the loop mechanism that powers acquisition. Loops are important because we can reinvest outputs (users, customers, and revenue) into the channel, increasing growth.

The growth process is the same, except the outputs are learnings and information instead of revenue.

The growth process guides everything we do. And, if leveraged properly, it leads to a competitive advantage.

Since growth is hard and all companies compete for the same eyeballs on many channels, how do you win?

You win by accelerating your learning.

The more and the faster you learn, the better you can compete and build defensibility.

Throughout the program, we'll help you analyze your results, extract learnings, and determine how to apply them. This will be an ongoing process during your time in the program and beyond.