Head of Growth at Lovable | Why Growth Playbooks Are Crumbling—and What’s Next

Elena Verna discusses the critical role of distribution in product success, arguing that it's often overlooked despite being as important as the product itself. She defines distribution through four key questions: acquisition, activation, monetization, and retention, advocating for a shift from traditional funnels to compounding loops for sustainable growth. Verna explains how product-led growth became prominent due to market shifts like users becoming buyers, the short lifecycle of marketing channels, increased data availability, and blurring roles. She also addresses the impact of AI on distribution, noting the decline of traditional channels like SEO and social media, and emphasizes the need to explore new strategies such as leveraging freemium models, prioritizing shipping velocity, utilizing data, building brand through product experience, integrating with ecosystems, fostering founder socials, and engaging with the creator economy.