Some startup growth theories are a work of art. Others are a crime scene. This week on Zero to Traction, JDM, Cameron, and Cass put startup expansion plans under the microscope in Scalable, or Sketchy, where growth loops either pass the test — or spiral into oblivion.
✅ What real growth theory looks like (and what investors are actually looking for)
✅ Why “we’ll figure out premium later” is startup Russian roulette
✅ The truth about pirate metrics and how to use them to pressure-test your growth model
✅ Three common startup growth theories examined: the freemium flywheel, the B2B land-and-expand dream, and the two-sided marketplace myth
✅ How founders accidentally design expansion strategies that work against them
Also: Cam considers quitting Eventbrite out of spite, JDM reminds you that less than 1% of the internet creates content, and both hosts fully embrace their “Safety Third” startup coaching energy.
Game Recap: Scalable or Sketchy?
Creator Economy Flywheel
* Pitch: Free creator tools → followers see content → followers become creators → infinite loop
* Red flags: Freemium without a premium strategy; creator-to-creator conversion math doesn’t math
* Verdict: Sketchy. Very.
“You can’t scale by hoping your customers will do your sales job for you.” – JDM
B2B SaaS Land and Expand
* Pitch: Sell to one department → internal champions spread it → company-wide adoption → revenue grows automatically
* Red flags: Assumes departments share budgets; ignores the painful reality of selling seat by seat
* Verdict: Sketchy. Classic founder delusion.
“This isn’t ‘land and expand.’ This is ‘land and then cold call your way across the org.’” – Cam
Two-Sided Marketplace Dream
* Pitch: Service providers list offers → customers come for variety → demand attracts more providers → infinite scale
* Red flags: Chicken-and-egg problem; ignores user trust; assumes providers won’t defect off-platform
* Verdict: Sketchy. The infinity loop is broken.
“This is startup wish-casting dressed up as strategy.” – JDM
Frivolous Thoughts
* JDM: The wisdom of “Safety Third” for startup founders: protect yourself after you ship.
* Cam: TikTok inspired reflection: Stop obsessing over your 20-year future self. What would “future you” do today?
* Cass: Pretty sure Cam and JDM being cranky equals their best episode energy yet.
