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What was the video actually for

What was the video actually for?

The loop, and why the incentive fit

Check: the cheapest possible signal

What freemium buys, and what it costs

Which of these advantages could survive a competitor?

Check: what the reward selects for

Was it strategy, or was it timing

Was it strategy, or was it timing?

Worked Example: the durability audit, run on Dropbox in 2012

Check: subsidy or purchase?

Expert Depth: why viral loops decay

Expert Depth: bundling as a competitive weapon

Check: the weakest position

Practice: audit a company you can observe

Check: what not to do about a bundle

Uses Dropbox's early growth mechanics — the demo video, the storage-denominated referral loop, and freemium — to teach a durability audit of a company's advantages. Each advantage is sorted by whether a direct competitor can copy it, whether a platform can bundle it away, and whether it gets harder to copy as the company grows.

Take any company's list of advantages and sort them by durability, using three questions applied to each one: can a competitor copy it directly, can a platform give it away as part of something else, and does it get harder to copy as the company gets larger.

Growth Mechanics Are Not Defences

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