The_AI_Growth_Reset
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How Lovable hit $200M ARR in one year by making the old rules obsolete.
The New Al Growth Playbook
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"This is one of the once-in-a-lifetime type of companies." — Elena Verna, Head of Growth, Lovable
Users have tried the product.
8M+
Number of employees powering this growth.
~1OO
Company valuation after the latest funding round.
Months: Time it took to double ARR from $100M to $200M.
$6.6B
ARR: Achieved in under one year from launch.
4
$200M
The Pace is Insane
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Elena Verna, Head of Growth at Lovable, argues that the playbook that built the last generation of software giants is no longer effective in the Al era. The logic has fundamentally changed. We must unlearn the old rules to learn the new ones.
l feel like only 30 to 40% of what I've learned in the last 15 to 20 years of being in growth transfers here. The rest seriously doesn't feel like it even matters anymore.
The SaaS Playbook is 70% Obsolete
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Traditional SaaS growth reliedon gradual optimization. Theprocess was about refining a fixeduser journey,打磨细节(polishingdetails), and using time toincrementally increase metrics.Growth teams were executors of aknown formula.
Tracking
ARPU
Conversion Rate
A/B Testing
Segmentation
THE OLD WAY: Growth as Optimization
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**Example:
only 5% on optimization.
Optimizations are just not worth our time. I'm spending 95% innovating on growth and
In the Al era, the product's capabilities and user behaviors change monthly. Micro-optimizations have a rapidly diminishing return. The focus shifts from refining existing funnels to inventing entirely new growth loops and features.
tweaks. They launched a Shopify integration and a voice input mode because creating new value is a bigger lever than polishing an old path.
The Lovable growth team ships core product features, not just
Mode
Input
Voice
Lovable
Shopify Integration
Entry
New
New Value Creation
Growth as Constant Innovation
THE NEW WAY:
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Traditional branding was about control. It involved crafting a perfect story, building up to a "big bang" launch, and using high production value to project an image of quality and stability.
THE OLD WAY: Brand as Storytelling
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User engagement
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isn't what you say you are; it's what you ship.
product's velocity into its most compelling marketing message. The brand
**Key Concept**: This strategy is called "Building in Public." It turns the
In the Al era, showing progress is more powerful than telling a story. The brand is built through a constant stream of releases, updates, and transparent communication. It's about maintaining "noise in the market" to signal the product is alive and evolving daily.
THE NEW WAY: Brand as Progress
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The primary measure of success for a traditional product was its utility. Was it available? Did it perform its function correctly? The goal was user satisfaction through reliability.
Cancel Button
Submit Button
Input Field 2
Input Field 1
"Easy to use"
"Meets spec"
"Bug-free"
Contact
About
Features
Home
R
THE OLD WAY: Product as Utility
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Emotional naming ("vibe建站" instead of 'smart form builder')
Tactics
"It shouldn't be minimum viable product anymore.. now it's minimum lovable product."
The new goal isn't just satisfaction; it's what thetext calls“用户炫耀度”(User Show-off-ability). Theproduct must be designed to make users feel likelike creators and give them something worthsharing.
Designing Ul with space for users to screenshot and add their own text
First-person prompts ("What Al product do you want to try today?")
THE NEW WAY: Product as a Stage
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The team that finds PMF is different from the team that scales it. In Al, you need a team that can do both, constantly.
Consumer expectations change just as quickly. What was magic yesterday is table stakes today.
2.Rapid Market Evolution
The underlying Al models change so fast that what's possible is redefined every quarter.
1.Rapid Tech Evolution
"Every 3 months I feel like we have to recapture our product market fit."
Product-Mar ket Fit is No Longer a Destination. It's a Treadmill.
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Empower your users with tools and resources. Turn them into your primary growth engine.
Design for expression and sharing ('show-off-ability'). Functionality is just the entry ticket.
4.From Customers to Co-creators
3.From Viable to Lovable
Your brand is your progress. Build in public and make your product velocity your marketing.
2.From Storytelling to Shipping
Growth teams must invent new value, not just refine existing paths. They ship features.
1.From Optimization to Innovation
The New Al Growth Playbook
eyeballs on Google AdWords because it drives direct activation and word-of-mouth.
It's a more efficient spend than competing for
This is your marketing budget.
This is not a cost of goods sold.
The Reframe
Do the opposite. Remove every barrier to entry. Give credits away like candy at hackathons, events, and to anyone who wants to evangelize the product.
Al interactions are expensive (LLM costs), so the natural impulse is to put up a paywall immediately.
."
growth secret sauce
our
This is part of
the barrier of entry...
remove
"You have to
The Lovable Strategy
The Dilemma
The Uncomfortable Secret: Give Your Product Away
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"I think that we're actually moving to the new era of software that needs to feel human.. because the cost of software is coming down so much to develop, we can now actually invest into the emotional feel of that software as opposed to only just focus on creating the utility out of it." — Elena Verna
Functionality is Table Stakes. Humanity is the Differentiator.