Funnels are linear. Growth loops are exponential. You need funnels to grow, but the power of growth loops is what will make your app engagement, give you high retention, and maybe even give you viral growth.
In this episode of Growth Masterminds, host John Koetsier sits down with Hannah Parvaz, CEO of Aperture, to break down growth loops, the systems that power predictable, scalable, compounding growth.
We cover referral loops, content loops, habit loops, community loops, incentive loops, and more.
Plus: how to kickstart loops, what to do about the cold start problem, and whether you should design around a loop or let your product’s natural usage define it.
Hannah shares stories from building viral referral systems (yes, free drinks were involved), explains how apps like Strava and Snapchat keep you hooked, and dives into why loops can be more powerful than funnels.
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📌 Chapters
00:00 – Funnels suck, loops rock
03:00 – Why the infinity symbol explains growth loops
05:00 – Loops vs funnels: what’s the real difference
06:00 – Referral loops (free drinks, KF factor, virality)
09:00 – Content loops (eBay, Depop, Craigslist)
11:00 – Habit loops (Duolingo, Apple Watch, Snapchat streaks)
15:00 – Incentive loops and variable rewards (FreeTrade, Clubhouse)
19:00 – Community and social loops (Reddit, Quora, TikTok)
21:00 – Other loops: UGC, data feedback, marketplaces
22:00 – The cold start problem and kickstarting loops
24:00 – Case study: Picnic app and loops within loops
26:00 – Should you build around a loop or passion?
28:00 – Combining passion + loops for massive growth
29:00 – Final takeaways: finding the right loop for your business
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