Maxims and Axioms On Growth Design

November 21, 2024 • 1 minute to read

I've seen a few recurring themes emerge over 15+ years of working on "Growth Design" for Disney, MLB, BlogTalkRadio, et al. These nuggets are fortune cookie length to get attention but there is an evidential story behind each one.

• "Growth" is a business goal. You need to work harder to be user-centered with a business-centered team brand.
• Conversion = Motivation / Friction
• The biggest design challenge of Growth Design is communicating value.
• “We Buy On Emotion and Justify with Logic.”
• You can easily grow horizontally or vertically, but not both.
• For every basis change in conversion rate there is an opposite but equal change in LTV.
• Nobody walks on the lot who doesn’t want to buy.
• A leaky payment screen means there's a problem with your offer.
• There’s no such thing as giving prospects too much information about your product.
• Organic user growth is like organic food. It's more expensive but more sustainable.
• Velocity is not a KPI.