What is viral marketing? (and how PayPal spent $60 million to build a $60 billion company)
In 1999, PayPal paid people $10 just to sign up. It looked insane. It cost them tens of millions. And it created one of the fastest-growing…
What is programmatic SEO? (and how it turned Zapier into an organic traffic machine)
Most companies write one article at a time. Zapier built 50,000 pages — automatically. This is what programmatic SEO actually is, and why it…
What is viral coefficient — and why a K-factor above 1 changes everything
It’s the one metric that separates products that grow themselves from products that need a constant marketing budget to survive.…
What is topical authority in SEO? (and why it’s beating backlinks)
For a decade, SEO was a backlink race. The site with the most links won. Then Google got smarter — and the rules quietly changed. By Matthis…
What is retention marketing? (and why it’s may be worth more than acquisition)
Acquiring a new customer costs 5–7x more than keeping an existing one. Yet most startups spend 80% of their marketing budget on acquisition.…
What is a growth loop? (and why funnels are holding your startup back)
The funnel model tells you how many people leak out at each stage. It doesn’t tell you how the output of your growth creates the input…