https:\/\/medium.com\/evergreen-business-weekly\/flywheel-effect-why-positive-feedback-loops-are-a-meta-competitive-advantage-6d0ed55b67c5<\/a><\/figcaption><\/figure>\n\n\n\nGrowth teams should strive to build flywheel marketing machines that provide these same characteristics and benefits, namely:<\/p>\n\n\n\n
1 Momentum<\/h3>\n\n\n\n An object at rest tends to stay at rest, and object in motion tends to continue in motion. Newton\u2019s first law, applied to business. Flywheels (being massive heavy objects) are hard to get moving. If they get moving, they are likely to continue.<\/p>\n\n\n\n
2 Feedback Loops<\/h3>\n\n\n\n The faster the wheel is spinning, the easier it is to add incremental speed. The faster it moves, the more energy it generates. And the more excited everyone is about how great the flywheel is. Quarterly experiment cycles provide only 4 compounding periods whereas monthly provides 12.<\/p>\n\n\n\n
3 Compounding Return on Effort<\/h3>\n\n\n\n No \u201cone push\u201d makes it happen. Continuous small inputs add up into an impressive output, eventually. The faster the compounding occurs, the larger the increase. For growth teams, conversions increase over time with the same or less effort.<\/p>\n\n\n\n
4 Direction<\/h3>\n\n\n\n Sustained effort must be focused in one direction in order to maintain momentum and compounding returns. Misplaced effort is either wasted or counterproductive.<\/p>\n\n\n\n
Focus on building self-reinforcing loops made up of a few key initiatives. Those initiatives feed and are in turn driven by each other, and build a long-term value for both customers and business stakeholders.<\/p>\n\n\n\n
Evolution, Not Revolution<\/h2>\n\n\n\n Building always-on flywheel marketing is about avoiding the valley of death and the wasted assets that typically result from traditional campaign-driven marketing teams.<\/p>\n\n\n\n
By investing in always-on assets and programmes, teams can build a foundational machine that creates a permanent, predictable and scalable growth capability. Indeed the most successful marketing teams operate with a machine-like characteristic where variability and marketing moonshots are treated with caution.<\/p>\n\n\n\n
What the world of finance and investing proves, similar to agile and lean concepts, is that small incremental improvements to always-on activities practised consistently over time, yield the largest results. <\/p>\n\n\n\n
Iteration does not equal incremental.<\/p>\n\n\n\n <\/figure>\n\n\n\nA final word from Jim Collins:<\/p>\n\n\n\n
Once you fully grasp how to create flywheel momentum in your particular circumstance, and apply understanding with creativity and discipline, you get the power of strategic compounding. Each turn builds upon previous work as you make a series of good decisions, supremely well executed, that compound one upon another. This is how you build greatness.<\/p>
Good to great comes about by a cumulative process\u2014step by step, action by action, decision by decision, turn by turn of the flywheel \u2014 that adds up to sustained and spectacular results.<\/p>Jim Collins, Bestselling Author of Good to Great<\/em><\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"An introduction to compound interest Anyone familiar with the world of pensions and savings will be familiar with the concept of compound interest. Gains in your investment are reinvested, over and over again, typically on a monthly or yearly basis. Compound interest, where the gains are continually reinvested each year, results in significant gains over…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[],"_links":{"self":[{"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/posts\/9513"}],"collection":[{"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/comments?post=9513"}],"version-history":[{"count":1,"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/posts\/9513\/revisions"}],"predecessor-version":[{"id":21376,"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/posts\/9513\/revisions\/21376"}],"wp:attachment":[{"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/media?parent=9513"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/categories?post=9513"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/growthmethod.com\/wp-json\/wp\/v2\/tags?post=9513"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}