Motions

Let's now move into the second layer of your growth system: your growth engine.

Again, this is the key outcome we are trying to help you reach in the Growth Program: scalable, predictable, repeatable growth. At the core, your growth engine has three motions. To be clear, motions are systems, not channels or tactics.

Our three motions are our acquisition motion (how we bring in net new users and create our first relationship with them), our monetization motion (how we turn that initial interest and relationship into revenue), and our retention motion (how we keep and grow our existing customer base). What this visual is showing us is that our motions work together in a compounding nature. Acquisition fuels our engine. Monetization captures value. That value can then be returned and fed back into our acquisition motion to drive additional customer acquisition. And it can also be pumped into our retention motion.

Retention, the most critical component of your growth engine, both expands and increases the potential value that we can generate from a customer, kicking even more revenue back into the top of our acquisition motion. It can also serve as its own acquisition driver through referrals or, more broadly, virality, which we'll explore more throughout this program.