#34 – Growth experiments & playbooks (Wiz Abdulla & Ben Grynol)

Growth at an early-stage startup involves running series of experiments to learn about a hypothesis. Growth is not based a specific playbook, or a prescriptive plan that people can transfer from one company to the next. Rather, growth experiments are based on an amalgamation of insights from differing areas of a business, and even within the world.

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Wiz Abdulla, an investor in Levels, understands growth experiments at their foundation. Often, he has portfolio companies reach out to him for help about ways in which they can start ramping up growth within their companies.

So, what better way to give people insight about Levels' "book of plays" than to have a conversation about the way that we think about growth experiments.

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(01:16) - There is no one size fits all growth playbook
(06:32) - The dangers of following a prescriptive playbook
(09:00) - The 3 principles of growth
(13:14) - The 4 pillars of growth at Levels
(20:57) - How to think about growth investments
(24:22) - Acquiring more customers might not be the answer
(26:21) - How can you get creative like Casey Neistat
(32:57) - How the Levels Culture project came about
(38 :49) - Launching the Coke Challenge experiment
(39:49) - Iterating on experiments to unlock new growth
(43:54) - The importance of being data informed vs data driven

Transcripts & Show Notes