Articles exploring growth strategy through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
7 articles
Reciprocity is a foundational principle of human cooperation. Learn how giving value first transforms user acquisition, engagement, and conversion in products.
The mathematical reality of diminishing returns in conversion rate optimization explains why early tests produce dramatic gains, why mature programs plateau, and when the rational strategy shifts from optimization to acquisition.
Behavioral segmentation vs. demographic segmentation and why specificity in targeting improves everything downstream. Most ideal customer profiles describe markets, not customers, and the difference is costly.
Self-service vs. high-touch through the lens of decision complexity, perceived risk, and social proof needs. Why the right growth model depends on buyer psychology, not just product category.
Creating demand vs. capturing it: different psychological mechanisms, different metrics, different timelines. Why conflating these two functions produces mediocre results in both.
Why organic compounds like an investment and paid is linear like an expense, and when each is optimal. A framework for thinking about acquisition channel allocation through the lens of asset economics.
Mean reversion in marketing channels, the diminishing returns curve, and when to trust your model vs. your gut. Why the past is an increasingly unreliable guide to the future in growth.