Growth loop

A cycle where the output of using the product feeds back into acquiring more users.

Example

Users publish public pages → those pages rank in search → new users arrive and publish more.

A loop compounds; a funnel does not. Funnels need constant refilling from outside, loops reinvest their own output.

Funnel — The sequence of steps from first contact to paying customer, with drop-off measured at each step.
Product-led growth (PLG) — Growth driven by people using the product itself — free tiers, trials, sharing — rather than by a sales team.
Viral coefficient (k) — The average number of new users each existing user brings in.

Choosing a distribution channel — Most startups win with one channel, not five. Picking it is more important than executing it well. (12 min)
Retention, referral and growth loops — A funnel needs constant refilling. A loop reinvests its own output. The difference decides whether growth compounds. (12 min)
Competition and defensibility — Everyone has competitors, including spreadsheets and doing nothing. What matters is why you win a specific segment, and what stops a copy. (12 min)