11 How To Master Growth Models

Seventeen growth models, each taught end to end — with the worked models to run them.

Growth is the discipline of expanding a business deliberately — choosing where the next customer, market and pound of revenue come from, and building the engine to reach them. This handbook teaches all seventeen models in the Growth category — one chapter each — from the classic market and product expansion paths, through product-, sales- and channel-led growth and the loops and network effects that compound it, to acquisition, geographic and adoption-curve strategies. From Market Penetration and Product-Led Growth to Buy-and-Build, Chasm-Crossing and T2D3.

What you get

The complete PDF handbook plus seventeen worked Excel models — one for every model in the book. Blue input cells you change, formula cells that respond, and a Read-me tab on each, so you can run the numbers on your own assumptions.

How every chapter is built

Read one and you can build any. Each model follows the same thirteen-section rhythm: the question it answers, what it is, who uses it, its anatomy, inputs and outputs, how to build it step by step, a worked example, strengths, limits and pitfalls, industry notes, how it connects to the other models, modern relevance, using AI on it, and a practitioner’s checklist.

The seventeen models

Market Penetration, Market Development, Product Development, Diversification, Product-Led Growth, Sales-Led Growth, Channel-Led Growth, Growth Loops, the Viral Coefficient, the Network Effects Flywheel, Acquisition-Led Growth, Buy-and-Build, Geographic Expansion, S-Curve Adoption, Chasm-Crossing, the Engines of Growth and T2D3.

The learning path

The chapters are ordered as a single connected build, not an alphabetical list — from the market and product paths to grow, through the engines that compound it, to the acquisition, geographic and adoption strategies that scale it.

Who it’s for

Founders, growth and revenue leaders, corporate development teams and investors who must decide where growth comes from — and build the engine that delivers it.

How to use it

Work straight through to master the category, or jump to a single model when you need it for live work.

Book 11 of the Business Framework Library, part of The Investment Banking Practitioner’s Handbook Series. Master this category on its own, or reach for the Business Framework Compendium when you want the one-page reference to all 467 frameworks.

By John Colley — Cambridge University MA · MBA with Distinction, Bayes Business School · 30+ years in investment banking, M&A and private equity.