When organizing a growth team, you can either have it as a separate entity or integrate it with the product team, but it's crucial to find a balance between shared responsibility and dedicated focus on growth.

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.

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.

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 most successful way to implement growth strategies is through a bottoms-up and organic approach, often starting with small teams that optimize specific parts of the product.

Segment primarily grows through engineers who bring the product into their companies, often solving complex data pipeline issues.

The relationship between growth and marketing has evolved; growth now involves product changes driven by data and technology, not just marketing efforts.

As a growth team, it's important to establish principles that guide decision-making, ensuring that user behavior changes are understood and ethically managed.

I think growth is increasingly less of a team or atomic unit and more about running a business using data and experimentation.