Symbiotic Growth—A concept where your product's value proposition and its distribution channel are not just connected; they're conjoined twins. One can't breathe without the other.

Awareness spread not through ads, but through user advocacy.

Align product growth with a noble cause and it’s a multiple on word-of-mouth

Distribution by Demonstration: Your product becomes visible during normal use—obvious but often ignored. Think AirPods. They're not just earphones; they're a fashion statement.

Your users should be so satisfied that they are willing to convince others to join. Make your users your unpaid salesforce.

Instead of you pushing changes onto them, pull ideas and refinements from their actual needs and desires. This not only ensures your product remains relevant but also fosters a sense of ownership and loyalty amongst your user base. Think about the way games like Minecraft evolved with its community's input. Shared ownership amplifies advocacy and retention.

A product isn't great because it’s great. It's great because people can't help but bring others to it. That's when you know you’ve got something. That's when you're not just playing the game, but changing it.