One team can own it → Takes several teams

On the flipside, I’ve seen the mistake of believing that one team, or worse, one individual exclusively can pull off huge spikes.

Marketing drives the effort, but meaningful spikes usually need a blend of Product, Growth, and Marketing, to build, optimize, and distribute value. Marketing distributes but,... See more

Growth drives → Marketing drives

Assuming the company is big enough to have both teams, these one-off bursts are typically driven by Marketing.

To execute spikes requires “campaign” mentality.

This is something Marketers tend to be excellent at. Meanwhile, certainly in a most Growth people are miserable in this execution mode, as they prefer to ship... See more

Not repeatable → Entirely repeatable

If you’re seeing Burj Khalifas in your historic data and questioning whether you can recreate them: you can.

The height of these spikes are driven by reach and resonance. Both are tractable.

Resonance is art of understanding human emotion. What feels like magic? What stops someone in their tracks? What compels them... See more