Non-negotiable principles of every successful growth team or tribe.

1️⃣ Product Market Fit (PMF), then data, then growth.

Growth is *the maximum distribution of a product via the scientific method*. This applies to brand new companies or new products within an existing company.

1.1 Growth before PMF = focusing on the distribution of a product that is not yet ready, often leading to incorrect internal priorities and PMF failure.

1.2 Growth before data = few intuitive random wins, but will not be a scientific, data-driven discovery of the growth model. The result is a lack of ability to generate forecastable business outcomes.

2️⃣ Scale with frameworks, not hacking.

Solving problems with frameworks creates replicable process for learnings and wins. A hack is okay, but it won’t be a scalable effort.

3️⃣ Build loops, not funnels.

Loops are flywheels where outputs are reinvested as inputs, creating self-sustained compounding growth. Funnels are linear, with constant pressure on the top of the funnel, which no amount of new channels, dollars, or tactics will ever be enough to fill at scale. Successful growth leverages funnels to feed loops but prioritizes building loops.

4️⃣ Growth is evolution, not revolution.

Growth evolution = lasting success by creating a predictable, sustainable, competitively defensible growth system. Revolution brings chaos, unpredictability, and a high likelihood of rejection (internal or by market). From investing in growth internally vs. bringing an outside leader, to expanding to adjacent users vs. picking a brand new persona - evolution is always a better path.

5️⃣ Embrace failure turned into learning.

The growth team's goal is to discover the biggest perception and reality gaps in existing product<>customer interaction. Applying the scientific method ,such as experimentation, is the most predictable way to speed up this discovery. The process leverages failures to refine hypotheses and deliver wins. The growth team goal should learn (and be allowed to fail) on regular basis.

Five Laws of Growth