When considering growth channels, focus on how users discover your product. For small companies, it's often too early to think about scalable growth channels until you have a solid user base.

A great product naturally drives adoption, but the role of a growth team is to ensure that growth doesn't slow down by identifying new channels and optimizing conversion.

There are three types of growth: sticky growth, which focuses on retaining existing users; viral growth, which relies on users referring others; and paid growth, which involves spending money to acquire users.

To grow effectively, you need to identify and focus on the growth channels that align with your product's unique characteristics.

Always iterate on successful growth strategies. The channels you use will change over time, so stay adaptable and optimize your approach continuously.

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

If your product is valuable and users have a high lifetime value, then investing in paid acquisition channels like Google and Facebook can be beneficial.

Growth teams consist of product managers, engineers, data scientists, and sometimes marketers, all working together to enhance product growth. Performance marketing, which includes Google and Facebook marketing, is highly technical and data-driven, and I believe that performance marketers and engineers should work closely together because their tasks are very similar.

When a growth channel fails, don't hesitate to move on. However, revisit those channels later as your business evolves; you might find new opportunities.