Growth Loop

The growth loop concept was popularised by Brian Balfour at Reforge. A funnel is a one-way pipe; a loop is a closed cycle where input drives an action, the action creates output, and the output feeds back as fresh input. Pinterest's pin-save → search exposure → new signup → more pins is the textbook version.

The big advantage is compounding. Ad-dependent growth stops when the budget stops, but a well-designed loop keeps spinning under its own power, and growth velocity accumulates over quarters.

Not every product has a workable loop. SEO loops, content loops, viral loops and paid loops (LTV → more ad spend) are all distinct shapes, and going deep on one or two that fit your product tends to outperform shallow attempts at four or five.