TABLE OF CONTENTS

Make growth your obsession

Systems, not hacks

25+ Distribution channels

Start with outbound

Outbound gets expensive as you scale

Inbound is slow, but steady

The Holy Grail: product-driven growth

Copywriting is the backbone skill

Ads shouldn’t look like ads

What hooks them?

Front-load  the value

Sell the worldview, not  the product

Get their number

Radical empathy

Play the long game

Over-invest in visual design

Build a content mesh

Write for the buyer (not the non-buyer!)

Start with the problem

Write like a lawyer

Don’t bury the lede

Tell stories to reframe their worldview

Reframes build a worldview

Write short and direct

The more you tell, the more you sell

Most people churn on Day 1

Retention is the King of Growth

Onboarding is the biggest retention lever

The AARRR model is broken

Growth loops are everything

Drop the campaign mindset

Growth is slow, before it is fast

Speak to your customers

Test early, test often

Optimise for tempo

Repeat what works

Pieter Moorman & Louise de Sadeleer

The 38 laws of growth

Pieter Moorman

DOUBLE AGENCY DIRECTOR

Louise Sadeleer

SENIOR GROWTH CONSULTANT