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Growth directory

100 cited company growth case studies — concrete distribution mechanisms you can filter by system, channel, and market.

Growth system

100 companies

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content seo moat

Airbnb

Travel marketplace growth through marketplace distribution

Airbnb connected SEO to supply, so distribution reinforced the value proposition.

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content seo moat

HubSpot

Marketing automation growth through content distribution

HubSpot connected SEO to customer outcome, so distribution reinforced the value proposition.

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usage expansion

Box

Cloud content management growth through hybrid distribution

Box connected direct sales to customer outcome, so distribution reinforced the value proposition.

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referral incentive loop

Dropbox

Cloud storage growth through product distribution

Dropbox connected referrals to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Slack

Team communication growth through product distribution

Slack connected word of mouth to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Stripe

Payments infrastructure growth through product distribution

Stripe connected developer relations to implementation, so distribution reinforced the value proposition.

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product led self serve

Mailchimp

Email marketing growth through product distribution

Mailchimp connected word of mouth to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Zendesk

Customer support growth through product distribution

Zendesk connected content to customer outcome, so distribution reinforced the value proposition.

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content seo moat

Atlassian

Team software growth through product distribution

Atlassian connected SEO to implementation, so distribution reinforced the value proposition.

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sales led land expand

Salesforce

CRM growth through sales distribution

Salesforce connected events to customer outcome, so distribution reinforced the value proposition.

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partnership integration

Shopify

Commerce platform growth through partnership distribution

Shopify connected partnerships to customer outcome, so distribution reinforced the value proposition.

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partnership integration

Amazon

Online retail growth through hybrid distribution

Amazon connected affiliates to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Netflix

Streaming video growth through product distribution

Netflix connected word of mouth to customer outcome, so distribution reinforced the value proposition.

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invite loop

Spotify

Music streaming growth through product distribution

Spotify connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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referral incentive loop

Uber

Ride marketplace growth through marketplace distribution

Uber connected referrals to supply, so distribution reinforced the value proposition.

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referral incentive loop

Lyft

Ride marketplace growth through marketplace distribution

Lyft connected referrals to supply, so distribution reinforced the value proposition.

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marketplace supply first

DoorDash

Local delivery marketplace growth through marketplace distribution

DoorDash connected marketplace liquidity to supply, so distribution reinforced the value proposition.

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partnership integration

Instacart

Grocery delivery growth through partnership distribution

Instacart connected partnerships to supply, so distribution reinforced the value proposition.

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content seo moat

Visual discovery growth through content distribution

Pinterest connected SEO to customer outcome, so distribution reinforced the value proposition.

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invite loop

Professional network growth through product distribution

LinkedIn connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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community moat

Twitter

Microblogging growth through community distribution

Twitter connected events to customer outcome, so distribution reinforced the value proposition.

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invite loop

Instagram

Photo sharing growth through product distribution

Instagram connected social media to customer outcome, so distribution reinforced the value proposition.

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invite loop

YouTube

Video platform growth through product distribution

YouTube connected viral product loops to supply, so distribution reinforced the value proposition.

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invite loop

Zoom

Video conferencing growth through product distribution

Zoom connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Twilio

Communications APIs growth through product distribution

Twilio connected developer relations to implementation, so distribution reinforced the value proposition.

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community moat

GitHub

Code collaboration growth through community distribution

GitHub connected community to implementation, so distribution reinforced the value proposition.

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content seo moat

GitLab

DevOps platform growth through content distribution

GitLab connected content to implementation, so distribution reinforced the value proposition.

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community moat

Notion

Workspace growth through community distribution

Notion connected community to customer outcome, so distribution reinforced the value proposition.

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invite loop

Figma

Collaborative design growth through product distribution

Figma connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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content seo moat

Canva

Visual design growth through product distribution

Canva connected SEO to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Duolingo

Language learning growth through product distribution

Duolingo connected social media to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Grammarly

Writing assistance growth through product distribution

Grammarly connected content to customer outcome, so distribution reinforced the value proposition.

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invite loop

SurveyMonkey

Online surveys growth through product distribution

SurveyMonkey connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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content seo moat

Eventbrite

Event ticketing growth through marketplace distribution

Eventbrite connected SEO to supply, so distribution reinforced the value proposition.

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content seo moat

Etsy

Handmade marketplace growth through marketplace distribution

Etsy connected SEO to supply, so distribution reinforced the value proposition.

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marketplace supply first

eBay

Online marketplace growth through marketplace distribution

eBay connected marketplace liquidity to supply, so distribution reinforced the value proposition.

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content seo moat

Zappos

Footwear retail growth through content distribution

Zappos connected word of mouth to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Warby Parker

Eyewear growth through product distribution

Warby Parker connected PR to customer outcome, so distribution reinforced the value proposition.

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content seo moat

Dollar Shave Club

Personal care subscription growth through content distribution

Dollar Shave Club connected PR to customer outcome, so distribution reinforced the value proposition.

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partnership integration

Square

Merchant payments growth through product distribution

Square connected partnerships to customer outcome, so distribution reinforced the value proposition.

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invite loop

PayPal

Digital payments growth through product distribution

PayPal connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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invite loop

Venmo

Peer payments growth through product distribution

Venmo connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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referral incentive loop

Robinhood

Retail investing growth through product distribution

Robinhood connected referrals to customer outcome, so distribution reinforced the value proposition.

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referral incentive loop

Coinbase

Crypto platform growth through content distribution

Coinbase connected referrals to customer outcome, so distribution reinforced the value proposition.

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founder led distribution

Tesla

Electric vehicles growth through founder distribution

Tesla connected PR to customer outcome, so distribution reinforced the value proposition.

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content seo moat

Red Bull

Beverages growth through content distribution

Red Bull connected events to customer outcome, so distribution reinforced the value proposition.

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community moat

GoPro

Action cameras growth through community distribution

GoPro connected social media to customer outcome, so distribution reinforced the value proposition.

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community moat

Glossier

Beauty growth through community distribution

Glossier connected community to customer outcome, so distribution reinforced the value proposition.

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product led self serve

OpenAI

Foundation models growth through product distribution

OpenAI connected word of mouth to implementation, so distribution reinforced the value proposition.

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partnership integration

Anthropic

Foundation models growth through partnership distribution

Anthropic connected partnerships to customer outcome, so distribution reinforced the value proposition.

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community moat

Midjourney

Image generation growth through community distribution

Midjourney connected community to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Perplexity

Answer engine growth through product distribution

Perplexity connected word of mouth to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Cursor

AI code editor growth through product distribution

Cursor connected word of mouth to implementation, so distribution reinforced the value proposition.

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partnership integration

Vercel

Cloud platform growth through product distribution

Vercel connected integrations to implementation, so distribution reinforced the value proposition.

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product led self serve

Linear

Project management growth through product distribution

Linear connected word of mouth to customer outcome, so distribution reinforced the value proposition.

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sales led land expand

Deel

Global employment growth through sales distribution

Deel connected content to customer outcome, so distribution reinforced the value proposition.

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content seo moat

Remote

Global employment growth through content distribution

Remote connected SEO to customer outcome, so distribution reinforced the value proposition.

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referral incentive loop

Ramp

Corporate cards growth through sales distribution

Ramp connected referrals to customer outcome, so distribution reinforced the value proposition.

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partnership integration

Brex

Business finance growth through sales distribution

Brex connected partnerships to customer outcome, so distribution reinforced the value proposition.

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community moat

Mercury

Startup banking growth through community distribution

Mercury connected community to customer outcome, so distribution reinforced the value proposition.

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partnership integration

Plaid

Financial APIs growth through product distribution

Plaid connected integrations to implementation, so distribution reinforced the value proposition.

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referral incentive loop

Nubank

Digital banking growth through product distribution

Nubank connected referrals to customer outcome, so distribution reinforced the value proposition.

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referral incentive loop

Revolut

Digital banking growth through product distribution

Revolut connected referrals to customer outcome, so distribution reinforced the value proposition.

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content seo moat

Wise

International transfers growth through content distribution

Wise connected word of mouth to customer outcome, so distribution reinforced the value proposition.

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marketplace supply first

Mercado Libre

Commerce marketplace growth through marketplace distribution

Mercado Libre connected marketplace liquidity to supply, so distribution reinforced the value proposition.

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paid acquisition engine

Flipkart

Commerce marketplace growth through marketplace distribution

Flipkart connected paid acquisition to supply, so distribution reinforced the value proposition.

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product led self serve

Razorpay

Payments infrastructure growth through product distribution

Razorpay connected developer relations to implementation, so distribution reinforced the value proposition.

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partnership integration

PhonePe

Digital payments growth through partnership distribution

PhonePe connected partnerships to customer outcome, so distribution reinforced the value proposition.

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marketplace supply first

Meesho

Social commerce growth through marketplace distribution

Meesho connected social media to supply, so distribution reinforced the value proposition.

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paid acquisition engine

Zepto

Quick commerce growth through hybrid distribution

Zepto connected paid acquisition to customer outcome, so distribution reinforced the value proposition.

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marketplace supply first

Swiggy

Delivery marketplace growth through marketplace distribution

Swiggy connected marketplace liquidity to supply, so distribution reinforced the value proposition.

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content seo moat

Zomato

Restaurant discovery growth through content distribution

Zomato connected SEO to supply, so distribution reinforced the value proposition.

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partnership integration

Grab

Super app growth through marketplace distribution

Grab connected partnerships to supply, so distribution reinforced the value proposition.

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marketplace supply first

Gojek

Super app growth through marketplace distribution

Gojek connected marketplace liquidity to supply, so distribution reinforced the value proposition.

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marketplace supply first

Shopee

Commerce marketplace growth through marketplace distribution

Shopee connected creator partnerships to supply, so distribution reinforced the value proposition.

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content seo moat

Shein

Fashion retail growth through content distribution

Shein connected creator partnerships to customer outcome, so distribution reinforced the value proposition.

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paid acquisition engine

Temu

Commerce marketplace growth through hybrid distribution

Temu connected paid acquisition to supply, so distribution reinforced the value proposition.

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invite loop

TikTok

Short video growth through product distribution

TikTok connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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community moat

Discord

Community communication growth through community distribution

Discord connected community to customer outcome, so distribution reinforced the value proposition.

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marketplace supply first

Roblox

Creator gaming platform growth through marketplace distribution

Roblox connected community to supply, so distribution reinforced the value proposition.

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partnership integration

Snowflake

Cloud data platform growth through sales distribution

Snowflake connected partnerships to customer outcome, so distribution reinforced the value proposition.

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community moat

Databricks

Data and AI platform growth through community distribution

Databricks connected community to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Cloudflare

Web infrastructure growth through product distribution

Cloudflare connected content to implementation, so distribution reinforced the value proposition.

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community moat

HashiCorp

Infrastructure automation growth through community distribution

HashiCorp connected community to implementation, so distribution reinforced the value proposition.

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community moat

MongoDB

Database growth through community distribution

MongoDB connected developer relations to implementation, so distribution reinforced the value proposition.

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community moat

Supabase

Backend platform growth through community distribution

Supabase connected social media to implementation, so distribution reinforced the value proposition.

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product led self serve

Retool

Internal tools growth through product distribution

Retool connected content to implementation, so distribution reinforced the value proposition.

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community moat

Webflow

Website builder growth through community distribution

Webflow connected content to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Framer

Website builder growth through product distribution

Framer connected community to customer outcome, so distribution reinforced the value proposition.

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invite loop

Miro

Visual collaboration growth through product distribution

Miro connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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product led self serve

Airtable

Collaborative database growth through product distribution

Airtable connected content to customer outcome, so distribution reinforced the value proposition.

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content seo moat

ClickUp

Productivity platform growth through content distribution

ClickUp connected SEO to customer outcome, so distribution reinforced the value proposition.

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invite loop

Loom

Video messaging growth through product distribution

Loom connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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invite loop

Calendly

Scheduling growth through product distribution

Calendly connected viral product loops to customer outcome, so distribution reinforced the value proposition.

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marketplace supply first

Substack

Newsletter platform growth through marketplace distribution

Substack connected word of mouth to supply, so distribution reinforced the value proposition.

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product led self serve

beehiiv

Newsletter platform growth through product distribution

beehiiv connected content to customer outcome, so distribution reinforced the value proposition.

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community moat

Hugging Face

Open model platform growth through community distribution

Hugging Face connected community to supply, so distribution reinforced the value proposition.

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product led self serve

ElevenLabs

Voice generation growth through product distribution

ElevenLabs connected word of mouth to customer outcome, so distribution reinforced the value proposition.

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