ENGINES OF GROWTH The growth hypothesis, likewise, can be put on a secure quantitative footing. We can ask: Given that a customer delights in our product, what specific customer behavior will cause us to acquire more customers? We are searching for behaviors that follow the law of sustainable growth: New customers come from the actions of past customers. This can happen in one of three ways: The “sticky engine of growth”—Word of mouth referral is higher than the natural attrition rate (and so growth compounds). The “paid engine of growth”—We can take the revenue we get from one customer and
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