Explore – the risky search for a viable return on a viable investment through experimentation. If you’re lucky, one of your many experiments turns out to be unexpectedly successful, which leads to:
Expand – now things are going nuts (think Pokemon Go or Facebook Live Video). Now, all you have time for is to eliminate the next bottleneck just before it derails you. Once growth becomes routine, it’s time to:
Extract – now the shape of the problem and solution spaces are clear. One euro in equals three euros out. Playbooks emerge, economies of scale matter: delivering the service at lower cost is more profitable.