There are two types of startups: those that aim for rapid growth and acquisition, and those that focus on building sustainable businesses over the long term.

Organic growth, which is growth that doesn't require payment, is often neglected by founders. For example, at Monzo, we reached a million customers before spending on direct marketing or advertising, primarily through virality and network effects.

In an organic growth company, you don't need to focus on grabbing market share quickly; instead, you should aim for long-term value creation.

A 'get big fast' business aims to capture unclaimed market territory quickly, while an organic growth business competes against many established players.

The best consumer companies often have a growth split of over 80% organic to 20% paid. Relying too heavily on paid growth can lead to increased costs and reduced profitability as competition for ad space intensifies.

The best companies grow through word-of-mouth rather than paid acquisition, and in the early days of a startup, if you lack funds, focus on growing your business without spending money by doing things that don't scale. This organic growth is a sign of a strong product that resonates with users.

Great consumer companies that achieve significant scale typically optimize their viral loops and network effects to ensure the majority of their growth comes from organic channels.

Acquiring a company can accelerate growth and momentum, allowing a startup to expand faster without draining core resources.

In a fast-growth business, mistakes are often overlooked, but in an organic growth business, they can be fatal, so you must be cautious.