Velocity EngineExecution Game
Design one narrow growth loop (one customer, one trigger, one play, one signal) that can be tested in weeks, with a stop rule set before it runs.
Revenue and marketing teams whose pipeline in a segment is hard to predict, teams launching into a new segment, and teams trying to repeat a play that worked once.
From big campaigns and broad targeting to narrow loops with fast feedback.
In a randomized trial, founders taught to treat their ideas as hypotheses to test were more likely to drop or change weak ones, and start-ups that run fast, small tests tend to grow faster. Feedback helps most when it is specific and about the task, and deciding in advance when to stop tends to guard against sinking more into a loop because of what’s already spent. Small, visible wins tend to build momentum.
One customer archetype, one buying trigger, one moment in their journey, chosen from two or three candidates. In a randomized trial, founders taught to treat their ideas as hypotheses to test were more likely to drop or change weak ones.
The message, the story (context, pain, implication, proof, next step) and the play sellers can run. A story that draws people in tends to persuade more than a list of claims.
One leading signal, an owner, a weekly review, and the level at which the team continues, adjusts or stops, set before the loop runs. Fast, small tests tend to go with faster growth, and deciding in advance tends to guard against sinking more into a loop because of what’s already spent.
Also runs as a half day · P3.9 HD
Half day (3 h 30 min), “Score, build, rehearse”: three candidate loops scored, one built, and its first touch rehearsed with sellers before it runs, with a day-30 review.
Choose the strongest of several candidate growth loops, build its play, and rehearse it with the sellers who will run it, with the signal and stop rule set before it goes out.
Revenue and marketing teams choosing where to place their next growth bets, teams entering a new segment with several possible plays, and teams whose plays are designed without the sellers who run them.
In a randomized trial, founders taught to treat their ideas as hypotheses to test were more likely to drop or change weak ones, and start-ups that run fast, small tests tend to grow faster. A story that draws the listener in tends to be more persuasive. Feedback helps most when it is specific and about the task, and deciding in advance when to stop tends to guard against sinking more into a loop because of what’s already spent.
Draft three candidate loops and score them on six criteria before choosing; keep the runner-up. In a randomized trial, founders taught to treat ideas as hypotheses were more likely to drop or change weak ones, and fast, small tests tend to go with faster growth.
Write the first touch in full, run it with sellers and a colleague playing the buyer, and rewrite it once. A story that draws the listener in tends to be more persuasive, and specific feedback on the task helps most.
One leading signal, a weekly review and a threshold set before launch, with a day-30 decision. Deciding in advance when to stop tends to guard against sinking more into a loop because of what’s already spent.
The thinking behind this lab, published in full: