Product + Growth

Building a digital product that works is only one side of the coin. The other half is distribution. Without a go-to-market strategy (GTM) the best product cannot be scaled.

From distribution funnels to loops

For any product, you must be able to answer the following questions in a predictable, sustainable and differentiable way:

• How do you acquire?
• How do you activate?
• How do you retain?
• How do you monetize?

AAARRR (Pirate metrics)

To do this in a structured way, funnel frameworks were introduced. One of the most popular framework is the AAARRR (Pirate Metric) framework that was introduced by Dave McClure in 2007. Each phase involves its own set of activities and metrics and there is no rigid sequence.

Especially with digital products funnel frameworks faced some limitations:

• They treat distribution as something external to the product. This can lead to silos between product and distribution (marketing)
• Funnels require external budgets to fund for example social media marketing.
• They don’t capture how user behaviour itself drives growth
• The linear structure of funnels indicate a one way flow and all measurements have only one target

The question arose, what happens if product and distribution are not separate activities. What if growth could be driven mainly by the product and therefore, user behaviour, instead of externalised distribution activities.

This leads to growth funnels and also hybrid approaches where funnels and loops are used next to each other.

Product-led growth loops

The idea is to think how your product meets acquisition, activation, retention and having monetization at its core as this is, what keeps your business going. Your product itself is the distribution channel or is the essential part of growth.

• This leads to self-reinforcing cycles where each user interaction can gernate more users, more content or more transactions.
• Lower acquisition costs as growth is embedded in the product experience
• *Compounding effects as loops multiply over time, creating momentum

Types of Growth Loops

User-generated content (UGC) loops

1. Creation: Users produce posts, videos, photos, reviews, etc.
2. Distribution: The platform makes this content visible through feeds, algorithms, or social sharing. Creative content accumulates over time and builds long term value
3. Attraction: Non-users or casual viewers encounter the content and join the platform to also create creative content
4. Repetition: New users feed the cycle again

Metric examples:

Viral loops

1. Create: A user generates something engaging such as a video, meme or message
2. Distribute: The content is distributed widely and speedy through social platforms, messaging apps or built-in sharing features
3. Attract: New viewers encounter the content, become curious and sign up to view more content. The content is usually short lived. Attraction is achieved via a stream of constantly newly hyped and generated content.
4. Repeat: These new users create and share their own content

Metric examples:

Collaborative loops

1. Invite: A user sets up a workspace, project or board in a collaborative tool and starts inviting colleagues
2. Join: Colleagues, classmates, or friends join to work together
3. Collaborate: The group works together inside the product (brainstorming, planning, editing, chatting, etc.)
4. Repeat: Each new participant may start their own workspace and invite additional teammates

Metric examples:

Product usage loops

1. Initiation: A user begins using the product for its core purpose
2. Involvement: The user invites other people to participate
3. Exposure: The invited participants experience the product firsthand, often without prior sign-up
4. Adoption: Some exposed participants recognize the product’s value and sign up
5. Repetition: New users initiate their own product

Metric examples:

Marketplace loops

1. Incentive: The platform motivates sellers to join by offering rewards, visibility, or revenue opportunities
2. Supply: Sellers list products or services, expanding the marketplace’s offerings
3. Demand: Buyers are drawn to the marketplace because of the growing supply.
4. Repetition: Successfull transactions encourage more sellers to join and more buyers to return

Metric examples:

Referral loops

1. Initiation: A user experiences the product and finds it valuable
2. Incentive: The platofrm offers a motiviation to invite others
3. Invitation: The user shares referral links, codes, or invites with friends
4. Repetition: The invited user joins the product and experiences the core product value

Metric examples:

New challenges in the AI era

Signal vs. noise

With the advance of AI more and more synthetic data is generated at scale. AI does not just consume but also produce data at scale. This erodes the moat of companies that rely on user data as you make more and more decisions based on artificial behaviour than real user behaviour. It also becomes unclear where the data originates.

Growth loops must learn how to exclude synthetic content. They can only grow with authentic signals and risk becoming self-reinforcing cycles of noise.

Ask instead of search

With AI consumer habits are changing and therefore, transforming distribution channels. People are not using Google to search but rather use conversational AI agents to ask.

Distribution via search engine optimization / marketing (SEO/SEM) and also social media marketing experiences a radical shift.

Vibe coding

With the advance of vibe coding through AI it has become very easy for everyone to create your own software. Simple functionalities that are easy replicable, can be re-created effortless by everyone and even big companies can be challenged. Additionally, the cost and structural complexity of creating software through vibe coding is going down.

Growth loops must rely on experience, trust, and ecosystem, not just functionality. As AI accelerates cloning of features, ecosystems can help. Network effects include growth loops by many partners, trust by community validation, the product is discoverable in multiple contexts and ecosystem positioning cannot be copied.

Shipping velocity

AI speeds up iteration cycles. What took weeks or months can now be done in hours or days. Therefore, even small teams or individuals can become creators that can replicate features easily using vibe coding or AI-assisted development.

Growth loops are faced with faster cycles. Products that can’t adapt can easily fall behind and can bei jijacked by competition. Also, users expect improvements faster.

Brand-product fusion

As users are not searching via Google but asking AI agents, those assistants don’t show ads, campaigns or your brand context. The assistant just shows the information unrelated to your brand. AI strips away traditional brand channels.

As AI reshapes distribution, the product experience itself must embody the brand — otherwise loops lose their compounding power. Growth loops must include the emotional journey, such as making the people behind the product visible (example: founder social) or involve involver / creator marketing.