Which one is right for scaling your business?
If you want to grow your business strategically and sustainably, you need to understand the key growth marketing frameworks used by high-performing companies. The three most relevant models are:
- Hacking Growth
- Growth Loops
- Flywheel
Each has a different logic for traction and scale — and understanding their differences can completely change the way you approach campaigns, product development, and retention.
In this article, you’ll learn:
- What each framework is
- When to use them
- Strengths, limitations, and real-world examples
🚀 1. Hacking Growth: Growth as Experimentation
What it is:
Popularized by Sean Ellis and Morgan Brown, Hacking Growth is a methodology based on rapid testing, data analysis, and continuous experimentation. It focuses on identifying bottlenecks and opportunities across the entire funnel (acquisition → activation → retention → revenue → referral).
Key traits:
- Fast experiment cycles
- Data-driven decisions
- Cross-functional growth team (marketing, product, data)
When to use:
- Early-stage startups testing traction channels
- When you need fast results and market validation
- When you have limited resources and need efficiency
Example:
A new food delivery startup runs multiple experiments with paid ads, referral incentives, and combo offers to see what increases repeat orders within 30 days.
🔁 2. Growth Loops: Growth as a Self-Sustaining System
What it is:
Growth Loops are systems where the output of a process feeds back into its input. Unlike funnels, where users “drop off” at the end, loops generate compound, sustainable growth.
Key traits:
- Self-reinforcing system
- Scalable with less dependence on paid media
- Each user generates more users, data, or content
Common types:
- Content Loop: users create content → attracts more users (e.g., YouTube, TikTok)
- Acquisition Loop: users refer others (e.g., Dropbox, Airbnb)
- Data Loop: more usage = more data = better product (e.g., Waze, Spotify)
When to use:
- For product-driven growth (SaaS, platforms, apps)
- When your goal is to reduce CAC and increase LTV
Example:
A personal finance app user invites friends to join for rewards, and each of them does the same — creating a viral cycle of new sign-ups.
⚙️ 3. Flywheel: Momentum That Builds Over Time
What it is:
The Flywheel is a concept from physics adapted to marketing by Hubspot. Instead of a linear funnel, the flywheel is a continuous cycle of attracting, engaging, and delighting users, where customer satisfaction drives acceleration.
Key traits:
- Customer experience at the core
- Trust and retention over aggressive acquisition
- Reducing friction helps the flywheel spin faster
When to use:
- When you already have a solid user base
- When referrals and loyalty are key growth drivers
- Ideal for subscription models and recurring purchases (e.g., SaaS, e-commerce)
Example:
Delighted customers of a SaaS product recommend it to colleagues while enjoying product updates and upsells — reducing churn and increasing LTV.
🧠 Which One Should You Use?
| Situation | Best Framework |
|---|---|
| Testing traction channels and business model | Hacking Growth |
| Product with network effects or virality | Growth Loops |
| Solid customer base and delight-focused growth | Flywheel |
Pro tip: These frameworks are not mutually exclusive. Many companies start with Hacking Growth, evolve to Loops, and consolidate with Flywheel as they mature.
📌 Final Thoughts
Frameworks are like maps — the best one depends on where you are and where you want to go. What truly matters is knowing that sustainable growth requires strategy, a great product, and long-term vision.