Frameworks, Cases & Tools for Growth
By clawee.ai, an Enterprise Growth Agent platform.
Created and maintained by KrillinAI, an AI team focused on content intelligence and global growth. Growth & Marketing Skills is the open-source execution companion to Growth Playbook, turning its frameworks and methods into reusable, AI-executable growth capabilities.
Growth Playbook is for independent developers, founders, and product, data, marketing, and growth teams. It studies how companies systematically acquire, activate, retain, monetize, and expand customers through measurable and repeatable systems.
Drawing on ideas, methods, interviews, and cases from influential growth and marketing practitioners around the world, it organizes fragmented knowledge into a practical system for learning, diagnosis, and execution.
We follow a content-first approach: a module is published only when it contains useful, actionable material. We do not create empty sections simply to make the Playbook look complete.
| Goal | Starting point |
|---|---|
| Learn a growth concept or system | Use the Knowledge Index to move from foundations to lifecycle stages and operating systems. |
| Diagnose a growth problem | Run the local Growth Diagnosis Protocol to identify the primary constraint and produce a 30-day action plan. |
| Execute a bounded growth task | Use Growth & Marketing Skills for reusable, AI-executable workflows. |
| Implement an enterprise growth system | Work with clawee.ai when the problem requires connected data, agents, governance, and organization-wide deployment. |
+----------------------------------+
| GROWTH FOUNDATIONS |
| Concepts / Models / Logic |
+----------------+-----------------+
|
+--------------------+--------------------+--------------------+--------------------+
| | | | |
v v v v v
+------------------+ +------------------+ +------------------+ +------------------+ +------------------+
| ACQUISITION | | ACTIVATION | | RETENTION | | MONETIZATION | | REFERRAL & |
| | | | | | | | | EXPANSION |
+------------------+ +------------------+ +------------------+ +------------------+ +------------------+
| Channels / GEO | | Onboarding | | Cohorts / Churn | | Pricing / Model | | Referrals |
| SEO / Content | | Aha / TTV / CRO | | Lifecycle | | LTV / Payback | | Loops / Advocacy |
+---------+--------+ +---------+--------+ +---------+--------+ +---------+--------+ +---------+--------+
| | | | |
+--------------------+--------------------+--------------------+--------------------+
|
+----------------+-----------------+
| GROWTH SYSTEMS |
+----------------------------------+
| Metrics / Experiments / Data |
| Infrastructure / Organization |
+----------------+-----------------+
|
+-------------------------------+-------------------------------+
| |
+--------+---------+ +---------+--------+
| CASES & PEOPLE | | TOOLS |
| Companies / Ideas| | Diagnosis / SaaS |
+------------------+ | Growth Skills |
+------------------+
|
Insights feed the next strategy cycle
Growth Foundations explain the concepts and logic behind growth. The five Growth Lifecycle stages show where growth happens. Growth Systems make the work measurable and repeatable. Cases & People preserve evidence, while Tools turn the knowledge into diagnosis and execution.
| Module | What it explains |
|---|---|
| Product-Market Fit | Fit units, evidence stacks, qualified surveys, retention, Four Fits, economics, diagnosis, and revalidation |
| Customer Segmentation & ICP | Decision-first segments, ICP contracts, roles, behavior, economics, dynamic states, paths, governance, and maturity |
| Positioning | Scope and versions, alternatives, value and proof, categories, portfolio architecture, narratives, testing, diagnosis, and maturity |
| Funnel & Constraint Model | How to represent transitions, diagnose drop-offs, and identify the primary constraint |
| Growth Model | How value, acquisition, retention, monetization, expansion, and reinvestment form a causal growth system |
| Stage | Core question | Modules and concepts |
|---|---|---|
| Acquisition | How does the right audience discover and reach the product? | Channel Portfolio · Incrementality · SEO · GEO · Paid · Internationalization |
| Activation | How do new users reach first value and take the next meaningful action? | Metric Tree · Onboarding · Setup, Aha & Habit · First-Value Quality · Product Topology |
| Retention | How do customers continue receiving value and return? | Cohort Retention · Growth Accounting · Lifecycle · Churn · Resurrection |
| Monetization | How does customer value become durable, profitable revenue? | Packaging · Price Metrics · Revenue Models · Unit Economics · LTV |
| Referral & Expansion | How do customers and product activity create new distribution and deeper value? | Referral Design · Network Effects · Collaboration · Expansion Types · Trust & Abuse |
| System | What it supports |
|---|---|
| Metrics & Measurement | Metric contracts, cohort analysis, causal trees, product topology, prediction calibration, diagnosis, and maturity |
| Experimentation | Decisions, OECs, power, experiment quality, long-term effects, portfolios, and reusable causal learning |
| Growth Infrastructure | Reusable data, decision, delivery, creative, automation, and governance capabilities |
| Incentive Systems | Incrementality, reward economics, post-incentive retention, fraud, and cannibalization |
| Growth Organization | Outcome ownership, decision rights, team models, shared platforms, staffing, portfolios, and reorganization triggers |
| Collection | What belongs here | Index |
|---|---|---|
| People & Ideas | Growth leaders, their methods, interviews, articles, principles, limitations, and original sources | Alex Schultz April Dunford Andrew Chen Elena Verna Sean Ellis View all 27 people |
| Growth Foundations | Cross-company evidence for the assumptions that must hold before lifecycle scaling | Product-Market Fit Customer Segmentation & ICP Positioning Funnel & Constraint Model Growth Model |
| Growth Stages | Cross-company evidence organized by where growth happens in the customer journey | Acquisition Activation Retention Monetization Referral & Expansion |
| Growth Systems | Cross-company evidence organized by the systems that support every growth stage | Metrics & Measurement Experimentation Growth Infrastructure Incentive Systems Growth Organization |
| Companies | Company overview pages that connect multiple cases, people, channels, and stages | Airtable Booking.com ByteDance Duolingo Facebook / Meta View all 16 companies |
| Collection | What belongs here | Index |
|---|---|---|
| Growth Diagnosis | Turn symptoms into evidence-backed constraints, 30-day actions, and execution routes | Diagnosis Protocol Questions Output Template Examples |
| Growth & Marketing Skills | AI-executable research, analysis, content, acquisition, and experimentation capabilities | Growth & Marketing Skills |
| Enterprise Growth Agent | Persistent integrations, private data, governed AI execution, and cross-team enterprise growth systems | clawee.ai |
See the Roadmap for how this structure will grow as complete material is added.
Read the Contribution Guide and Editorial & Evidence Standards before proposing a topic or opening a Pull Request.
Growth Playbook is available under the MIT License. You may use, copy, modify, merge, publish, distribute, sublicense, and sell copies subject to the license terms. The material is provided without warranty.