But what happens when a product saturates the entirety of its market and can’t grow into the next one? If new products and segments aren’t layered on, growth inevitably slows. At the same time, the marketing channels that companies rely on to grow are degrading, which I deem “The Law of Shitty Clickthroughs.” This law describes how marketing channels inevitably become less effective over time—banner ads and email marketing are two good examples. If your product’s network effects depend on these channels—for example, people sending each other invites over email—growth will inevitably decline
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