Introduction: Growth Fundamentals

In the last module, Growth Principles, we defined growth and discussed why it’s important. In this section, we'll introduce frameworks and concepts that explain how companies grow.

After this module, you'll have the same frameworks that the most elite growth marketers use to grow some of the biggest businesses in the world systematically.

Once you understand these fundamental frameworks, you'll be able to look at your startup through a new lens: a lens of growth. This will allow you to make seemingly challenging decisions in a structured and informed way.

The fundamentals we'll cover are the core of this program and apply to all business models.

By the end of this module, you will have a solid understanding of the following concepts:

• The Five Fits Framework: how five core components of your company will determine your ability to grow rapidly and consistently
• The Growth Funnel: the path your customers take from knowing nothing about your business to buying from you
• Acquisition Loops: a framework for understanding why certain channels produce exponential growth while others result in only linear or inconsistent results
• Growth Process: a simple system for ensuring that every action you take is done purposefully, with the goal of gaining knowledge to drive growth forward

After reading this module, you'll understand critical frameworks that explain what separates the fastest-growing companies from the rest. And more importantly, you'll be able to apply those concepts to your startup.

Let's dive in.