Antoine Le Nel

A growth engine is where you have multiple components that all play together. I'll give you a very simple example. I look at it quite the famous full funnel, you know, that everyone says. So you have... The upper funnel, the mid funnel, and the lower funnel. And the growth engine is when you manage to get those three elements working together.

So at the end of the day, the growth engine is when you make sure that you have the lower funnel that works like a fishing net, grabs all the conversions that ultimately mid and upper funnel are feeding you with. And that's where all of that works in perfect synchronization, so that at the end of the day, it's all being grabbed by the lower funda.

So at the end of the day, the growth engine is when you make sure that you have the lower funnel that works like a fishing net, grabs all the conversions that ultimately mid and upper funnel are feeding you with. And that's where all of that works in perfect synchronization, so that at the end of the day, it's all being grabbed by the lower funda.

So at the end of the day, the growth engine is when you make sure that you have the lower funnel that works like a fishing net, grabs all the conversions that ultimately mid and upper funnel are feeding you with. And that's where all of that works in perfect synchronization, so that at the end of the day, it's all being grabbed by the lower funda.

That is the engine, when then you find the right balance between those different elements that optimize the overall thing. What is the right balance? Well, it depends on the maturity of the market. I think the more mature, the more you will be able to do some upper funnel. The less mature, the more you focus on the conversion, on the conversion itself. There's no one truth.

That is the engine, when then you find the right balance between those different elements that optimize the overall thing. What is the right balance? Well, it depends on the maturity of the market. I think the more mature, the more you will be able to do some upper funnel. The less mature, the more you focus on the conversion, on the conversion itself. There's no one truth.

That is the engine, when then you find the right balance between those different elements that optimize the overall thing. What is the right balance? Well, it depends on the maturity of the market. I think the more mature, the more you will be able to do some upper funnel. The less mature, the more you focus on the conversion, on the conversion itself. There's no one truth.

It evolves, you know, it's a living animal. What's the hardest thing about constructing a growth engine? It is the measurement framework, that's for sure. You live in a world, especially in tech, where people do things that they can measure. There's always this bias, you know, there's always this bias.

It evolves, you know, it's a living animal. What's the hardest thing about constructing a growth engine? It is the measurement framework, that's for sure. You live in a world, especially in tech, where people do things that they can measure. There's always this bias, you know, there's always this bias.

It evolves, you know, it's a living animal. What's the hardest thing about constructing a growth engine? It is the measurement framework, that's for sure. You live in a world, especially in tech, where people do things that they can measure. There's always this bias, you know, there's always this bias.

And at the end of the day, your competitive advantage will always come from your ability to measure more than your competitors, because then suddenly you're going to do that. So, for example, at King, what we cracked, we cracked the TV measurement framework way before everyone, and therefore we were the only company running TV. What do you mean you cracked the TV measurement framework?

And at the end of the day, your competitive advantage will always come from your ability to measure more than your competitors, because then suddenly you're going to do that. So, for example, at King, what we cracked, we cracked the TV measurement framework way before everyone, and therefore we were the only company running TV. What do you mean you cracked the TV measurement framework?

And at the end of the day, your competitive advantage will always come from your ability to measure more than your competitors, because then suddenly you're going to do that. So, for example, at King, what we cracked, we cracked the TV measurement framework way before everyone, and therefore we were the only company running TV. What do you mean you cracked the TV measurement framework?

So we were able to have some good level of attribution between TV and the downloads to be able to really know how much we could attribute to our TV activities. And because we managed to get that, then we were one of the very first companies to actually make that work. I think this is a very good example. The other good example is iOS, performance marketing on iOS after scan.

So we were able to have some good level of attribution between TV and the downloads to be able to really know how much we could attribute to our TV activities. And because we managed to get that, then we were one of the very first companies to actually make that work. I think this is a very good example. The other good example is iOS, performance marketing on iOS after scan.

So we were able to have some good level of attribution between TV and the downloads to be able to really know how much we could attribute to our TV activities. And because we managed to get that, then we were one of the very first companies to actually make that work. I think this is a very good example. The other good example is iOS, performance marketing on iOS after scan.

And you have companies that know how this works, and therefore they can measure it, and therefore they can scale. And you have all the other ones that are really struggling and so on. At the end of the day, they spend maybe two, three times more on Android versus iOS, which is a nonsense. When should you start thinking about building a growth engine? At the very, very, very beginning.

And you have companies that know how this works, and therefore they can measure it, and therefore they can scale. And you have all the other ones that are really struggling and so on. At the end of the day, they spend maybe two, three times more on Android versus iOS, which is a nonsense. When should you start thinking about building a growth engine? At the very, very, very beginning.

And you have companies that know how this works, and therefore they can measure it, and therefore they can scale. And you have all the other ones that are really struggling and so on. At the end of the day, they spend maybe two, three times more on Android versus iOS, which is a nonsense. When should you start thinking about building a growth engine? At the very, very, very beginning.

At the very, very beginning. Because the growth engine is not only paid marketing. I include virality. The whole virality aspect is part of the growth engine. Even below the lower funnel, you basically have virality. So you need to build this block super, super early on, and then you start going into the lower funnel, and then you go up.