Facebook Platform

Ed Baker and Gustaf Alströmer explain how growth teams evolved from viral experiments to cross-functional organizations that use data and experimentation across the company. They describe how product quality, retention, and a clear North Star metric shape growth, including the challenge of balancing riders and drivers in a two-sided marketplace. They also discuss paid acquisition, international expansion, and the operational realities of growing a real-world service. Their examples show how small changes, such as renaming invites to announcements, can have large effects, and why teams should test assumptions rather than trust intuition.