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Doom Loop & Flywheel from the Book Good to Great by Jim Collins
Disappointing
Results
Reaction,
Without
Understanding
New Direction,
Program, Leader,
Event, Fad,
Acquisition
No Buildup; No
Accumulated
Momentum
The
Doom Loop
High
Customer
Conversion
Marketing
ROI > 1
More Traffic
More
Partners
Broader
selection
Great
Customer
Experiences
Disciplined
People
• Level 5 Leadership
• First Who …Then
What
Disciplined
Thought
• Confront the Brutal
Facts
• Hedgehog Concept
Disciplined
Action
• Culture of
Discipline
• Technology
Accelerators
Buildup…
Flywheel
Better
Prices and
Availability
Influence
Over Supply
A/B
Experiments
Growth
Flywheel
Growth Leads to More Growth
Source: S. Thomke and D. Beyersdorfer, “Booking.com,” Harvard Business School Case 619-
015 (Boston: Harvard Business School Publishing, 2018).
Scope
Speed
Shared
Values
SkillsStandards
Support
Scale
Tools
Platform
Process
Management Culture
FIGURE 6-1: You are the architect:
Seven system levers
EXPERIMENTATION WORKS: THE SURPRISING POWER
OF BUSINESS EXPERIMENTS BY STEFAN H. THOMKE
Experimentation Growth Flywheel
Starting Point?

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Experimentation Growth Flywheel

  • 1. Doom Loop & Flywheel from the Book Good to Great by Jim Collins Disappointing Results Reaction, Without Understanding New Direction, Program, Leader, Event, Fad, Acquisition No Buildup; No Accumulated Momentum The Doom Loop High Customer Conversion Marketing ROI > 1 More Traffic More Partners Broader selection Great Customer Experiences Disciplined People • Level 5 Leadership • First Who …Then What Disciplined Thought • Confront the Brutal Facts • Hedgehog Concept Disciplined Action • Culture of Discipline • Technology Accelerators Buildup… Flywheel Better Prices and Availability Influence Over Supply A/B Experiments Growth Flywheel Growth Leads to More Growth Source: S. Thomke and D. Beyersdorfer, “Booking.com,” Harvard Business School Case 619- 015 (Boston: Harvard Business School Publishing, 2018). Scope Speed Shared Values SkillsStandards Support Scale Tools Platform Process Management Culture FIGURE 6-1: You are the architect: Seven system levers EXPERIMENTATION WORKS: THE SURPRISING POWER OF BUSINESS EXPERIMENTS BY STEFAN H. THOMKE Experimentation Growth Flywheel Starting Point?