> That’s the real shift that’s happening: not AI replacing humans, but AI replacing people who choose to keep doing the work AI can replace. It’s those not willing to rise up and add their humanity to the work whose jobs are going to be eliminated.
Love this quote. Every role is being re-imagined, and honestly it couldn’t have come sooner.
I wrote this post on “specs as the new source code” with Ravi Mehta (focused on PMs), I’d love to read/write a post on what the future of growth could look like…
I believe the existence of silos is a consequence of someone deciding that Growth should be a separate function, instead of being a discipline within Marketing—just like Product and Sales.
Growth brings a fresh perspective to marketing, especially from the world of tech companies, but at its core, it’s still marketing.
The problem is that over time, Marketing was reduced to brand and comms, while the full customer journey was fragmented across different departments. Growth emerged to bridge those gaps, but ideally, it shouldn't need to exist as a standalone team. Instead, it should be reintegrated as a core capability within a modern, full-funnel Marketing function.
Absolutely inspiring. We all need to evolve, we change until we win. Making ourself redundant should not scare us but bring us freedom. I am literally starting a new role and felt exactly the same, I will use this opportunity to make myself redundant from the very beginning. Thank you for sharing 🙏🏿😍
I really see where you're coming from about automating foundational growth principles; it's a goal I hope you achieve. As a growth designer, having skills like measurement frameworks, basic user research, and A/B testing setup automated would be a huge timesaver and eliminate setup stress. I agree that while some designers worry about AI taking over, the key is learning to work with it as an assistant to open new discovery pathways.
One thing I'd add; alongside implementing AI, designers should also strengthen their product intuition. I didn't realize I was developing this skill until I noticed that two of my self-made case studies were independently implemented by other organizations I wasn't part of. That external validation made me realize how valuable this subconscious pattern recognition is and it's something that will remain uniquely human even as automation handles the tactical work.
This hits hard. I wonder how far you can go with Lovable to bake this in to the projects created there (tracking, onboarding, pricing etc). I was thinking of a micro SaaS helping to create a tracking plan automatically with proper naming etc but having this directly handled by Lovable by default would be insane actually.
This is Gold! Everybody seems stuck in the 'vicious circle'. Before AI takes one's job, I think we need to first replace our repeated work with AI, so we can focus on the work that truly moves the needle. Time to put the 101, and 201 into auto-pilot mode, so that we work on 301.
This is just WOW 🔥 Growth to move beyond foundational work and focus on the creative, strategic, and human elements only they can bring.”
Do you have any assumptions of what responsibilities of a Growth PM / Designer can look like in 1-2 years with that shift? So these people can get prepared to that change that’s inevitable.
Can't say how many times I've dread working on the GTM stuff, then move to PostHog to setup a new A/B test for a landing page, then go to watch user behavior recordings in Clarity and heatmaps in HotJar, then file a Jira ticket to do X, then engineering taking 7-14 days to implement it.
A world where in one app, I get to have all these insights and deploy the variant that works best for THAT user, is a world where I want to be replaced.
As Naval said it - I don't want to be paid for my time or effort, I want to be rewarded for good judgement.
I love the idea behind all the innovations in product development with AI. Growth out-of-the-box is a must; as you say, basics are missing at most companies.
However, my biggest worry is - how will companies learn how to think about growth or product (or other areas where AI comes in)? The basics of growth (or even product) are usually missing because of the lack of mindset, not the tooling. AI can help with the tooling, but if companies don’t understand the why, they won’t be able to leverage these innovations properly.
> That’s the real shift that’s happening: not AI replacing humans, but AI replacing people who choose to keep doing the work AI can replace. It’s those not willing to rise up and add their humanity to the work whose jobs are going to be eliminated.
Love this quote. Every role is being re-imagined, and honestly it couldn’t have come sooner.
I wrote this post on “specs as the new source code” with Ravi Mehta (focused on PMs), I’d love to read/write a post on what the future of growth could look like…
https://blog.ravi-mehta.com/p/specs-are-the-new-source-code
Great insights Elena. Why re-invent the wheel at every company? So many good nuggets here.
I believe the existence of silos is a consequence of someone deciding that Growth should be a separate function, instead of being a discipline within Marketing—just like Product and Sales.
Growth brings a fresh perspective to marketing, especially from the world of tech companies, but at its core, it’s still marketing.
The problem is that over time, Marketing was reduced to brand and comms, while the full customer journey was fragmented across different departments. Growth emerged to bridge those gaps, but ideally, it shouldn't need to exist as a standalone team. Instead, it should be reintegrated as a core capability within a modern, full-funnel Marketing function.
Absolutely inspiring. We all need to evolve, we change until we win. Making ourself redundant should not scare us but bring us freedom. I am literally starting a new role and felt exactly the same, I will use this opportunity to make myself redundant from the very beginning. Thank you for sharing 🙏🏿😍
This is great, thank you!
I really see where you're coming from about automating foundational growth principles; it's a goal I hope you achieve. As a growth designer, having skills like measurement frameworks, basic user research, and A/B testing setup automated would be a huge timesaver and eliminate setup stress. I agree that while some designers worry about AI taking over, the key is learning to work with it as an assistant to open new discovery pathways.
One thing I'd add; alongside implementing AI, designers should also strengthen their product intuition. I didn't realize I was developing this skill until I noticed that two of my self-made case studies were independently implemented by other organizations I wasn't part of. That external validation made me realize how valuable this subconscious pattern recognition is and it's something that will remain uniquely human even as automation handles the tactical work.
Literally WOW if this happens! What an incredible you vision you just added to Lovable... can't wait to see this 👀
This hits hard. I wonder how far you can go with Lovable to bake this in to the projects created there (tracking, onboarding, pricing etc). I was thinking of a micro SaaS helping to create a tracking plan automatically with proper naming etc but having this directly handled by Lovable by default would be insane actually.
This is Gold! Everybody seems stuck in the 'vicious circle'. Before AI takes one's job, I think we need to first replace our repeated work with AI, so we can focus on the work that truly moves the needle. Time to put the 101, and 201 into auto-pilot mode, so that we work on 301.
This is just WOW 🔥 Growth to move beyond foundational work and focus on the creative, strategic, and human elements only they can bring.”
Do you have any assumptions of what responsibilities of a Growth PM / Designer can look like in 1-2 years with that shift? So these people can get prepared to that change that’s inevitable.
Wow just wow. Growth out of the box would be huge
Can't say how many times I've dread working on the GTM stuff, then move to PostHog to setup a new A/B test for a landing page, then go to watch user behavior recordings in Clarity and heatmaps in HotJar, then file a Jira ticket to do X, then engineering taking 7-14 days to implement it.
A world where in one app, I get to have all these insights and deploy the variant that works best for THAT user, is a world where I want to be replaced.
As Naval said it - I don't want to be paid for my time or effort, I want to be rewarded for good judgement.
I love the idea behind all the innovations in product development with AI. Growth out-of-the-box is a must; as you say, basics are missing at most companies.
However, my biggest worry is - how will companies learn how to think about growth or product (or other areas where AI comes in)? The basics of growth (or even product) are usually missing because of the lack of mindset, not the tooling. AI can help with the tooling, but if companies don’t understand the why, they won’t be able to leverage these innovations properly.