"A framework for building enduring products"
Level 1 is to focus on growing uses completing the core action, which forms the product's foundation, usually correlates with retention. So design features which optimise for people completing the core action.
Level 2 - retain users by creating
Level 3: self-perpetuating - do "existing users create virtuous loops in the product as they engage with it"? Loops include
Best metric: cohort performance.
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