Incentives can be a scalable growth tactic if implemented correctly, such as through referral programs that leverage existing users to attract new ones.

Paid referral schemes can be a form of paid acquisition, but they risk cannibalization, where you pay for users who would have signed up for free. It's essential to test these schemes to measure their true impact.

Even if your growth strategy involves referrals or virality, personal networks can be a great way to start acquiring customers.

Hiring referrals become increasingly important as the company grows, serving as a key source of talent.

Referrals amplify word of mouth; offering financial incentives for users to share your product can enhance this effect.

Every team member involved in growth should have a way to measure their ability to drive incremental growth for the company, regardless of their specific role.

The mechanics of a referral program should be clear and enticing. For example, offering rewards for both the referrer and the new user can incentivize sharing.

It's important to view paid marketing as an accelerant rather than the core growth strategy, focusing on organic growth as the sustainable foundation.

Paid marketing should be measurable and tied to specific metrics, especially in the later stages of a startup's growth.