Growth requires constant reinvention every 18 months

Every 18 months you need to introduce something new in order for it to continue evolving.

Elena is discussing how growth teams should continuously layer different growth models (product-led, marketing-led, sales-led) rather than over-optimizing single approaches.

Not overlaying every single way that you can grow through product, through marketing and through sales as an evolution. Is a huge mistake that a lot of growth teams fail to iterate on and innovate on.

We should be cannibalizing the existing state of our product every six to 12 months. Every six to 12 months, it should make our existing product look silly. It should almost make the form factor of existing product look dumb.

I think there's a pattern that's starting to emerge for successful companies. One is they are embracing AI and everybody becomes AI fluent. Number two, they start to say, 'Okay, how can I take a process that already exists and apply AI to making it better?' The third thing then is like, 'Okay, great. Now that you've seen impact, everybody is using it, how do you actually use it to inflect growth?'

"Physics" refers to the fundamental constraints and parameters of your business model - things like your market, product capabilities, distribution channels, and monetization structure.

Step one is, what are the physics? Step two is when you think about loops and growth funnels and the quantitative inputs to each loop, does that fit into these physics or do you have to change four or five different things?