Free Lesson
Loop or Funnel? Diagnosing Your GTM Motion
60 min
Aug 20, 2026 3:00 PM
What you'll learn
You Can't Grade Your Own Loop
the two questions that classify any growth engine, and the one you can't answer honestly about yourself.
Why Growth Efforts Stall (Loops vs Funnels)
Why funnel optimization delivers short-term wins but never compounds.
The 5 Business Loop Types
A clear breakdown of the 5 types of loops (User, Content, Trust, Skill, Capital) and the assets they compound.
What Your GTM Motion Assumes About Your Loop
PLG assumes a User Loop, content-led a Content Loop, founder-led a Trust Loop. Most are wrong.
The Two Questions — and Where They Break
run them live, watch the answers grade out INFERRED instead of OBSERVED.
Why this topic matters
Most teams can't tell which of their growth engines is real. Your GTM motion assumes something compounds — product-led a user loop, content-led a content loop, founder-led trust. Usually it's a funnel wearing a loop costume. This lesson gives you the two questions that test any motion — and shows you why you can't grade the answer yourself.
You'll learn from
John Gusiff
Managing Partner at Customer Centric LLC
Krzysztof Czubak
Behavior Systems Engineer
Consulted at
