Are you looking at growth through the right lenses? Or are you still operating in the Doom Loop? Is your disciplined actions focused on experimentation? Jim Collins has been talking about the Flywheel Effect for many years and most of us (should) know the intricacies behind the concept. Reviewing the recent book Experimentation Works, author Stefan Thomke reinforces this effect through Booking's Growth Flywheel and his own 7 System Levers. Expanding on just 3 of the 7 levers: 1. Scale: Number of experiments per week, months, or year 2. Scope: Extent to which an organization’s employees are involved in experiments 3. Speed: Time from formulating a hypothesis to completing an experiment

1. Doom Loop & Flywheel from the Book Good to Great by Jim Collins
Disappointing
Results
Reaction,
Without
Understanding
New Direction,
Program, Leader,
Event, Fad,
Acquisition
No Buildup; No
Accumulated
Momentum
The
Doom Loop
High
Customer
Conversion
Marketing
ROI > 1
More Traffic
More
Partners
Broader
selection
Great
Customer
Experiences
Disciplined
People
• Level 5 Leadership
• First Who …Then
What
Disciplined
Thought
• Confront the Brutal
Facts
• Hedgehog Concept
Disciplined
Action
• Culture of
Discipline
• Technology
Accelerators
Buildup…
Flywheel
Better
Prices and
Availability
Influence
Over Supply
A/B
Experiments
Growth
Flywheel
Growth Leads to More Growth
Source: S. Thomke and D. Beyersdorfer, “Booking.com,” Harvard Business School Case 619-
015 (Boston: Harvard Business School Publishing, 2018).
Scope
Speed
Shared
Values
SkillsStandards
Support
Scale
Tools
Platform
Process
Management Culture
FIGURE 6-1: You are the architect:
Seven system levers
EXPERIMENTATION WORKS: THE SURPRISING POWER
OF BUSINESS EXPERIMENTS BY STEFAN H. THOMKE
Experimentation Growth Flywheel
Starting Point?