Designing Product-Led Growth Loops That Compound

Loops versus funnels

A funnel spends input to get output. A loop reinvests output as new input. The question is not 'how do we get more traffic' but 'what does each new user produce that brings the next one'.

Three loop archetypes

Collaboration loops, where usage requires inviting others. Content loops, where usage generates indexable artefacts. Data loops, where usage improves the product for everyone.

Pick one loop and instrument every step before you optimise anything.

The instrumentation checklist

Name the loop, define each step as an event, set a cycle time, and track the multiplier. If you cannot state the multiplier, you do not yet have a loop.