Chapter 9 of 10All chapters
Chapter 9 of 10
Growth
After it starts working.
Channels
Most companies get most customers from one or two channels. Test several cheaply, then commit to what works rather than spreading effort evenly.
- A channel that works at small scale may not survive scaling.
- Retention and referral compound; paid acquisition does not.
What changes
The founder's job shifts from doing to deciding and hiring. Processes that felt bureaucratic at five people become necessary at fifty, and resisting that is a common failure mode.