Framework
The Physics of Growth
Growth isn't art or science — it's engineering. The same laws that govern physical systems govern growth systems. Six forces determine whether your GTM investments compound or dissipate. This framework names them, explains how they interact, and gives you the diagnostic language to make better investment decisions.
Read the Definitive GuideThe Six Forces
Every growth system is governed by six forces.
They determine whether your GTM investments compound or dissipate. Understanding which forces are working — and which are stalling — is the difference between growth that scales and growth that plateaus.
Momentum
PhysicsObjects in motion tend to stay in motion.
GTM AnalogThe investments that compound are the ones you're most tempted to kill.
Friction
PhysicsResistance that converts kinetic energy to heat.
GTM AnalogEvery unnecessary step, handoff, and approval in your buyer journey is energy lost.
Mass
PhysicsThe more mass an object has, the harder it is to accelerate.
GTM AnalogBrand credibility and market presence create gravitational pull — but also inertia.
Surface Area
PhysicsThe more surface exposed, the more interaction with the environment.
GTM AnalogHow much of your market you're actually in contact with determines signal quality.
Escape Velocity
PhysicsThe minimum speed needed to break free of a gravitational field.
GTM AnalogThe momentum threshold where growth becomes self-sustaining.
Inflection Points
PhysicsWhere acceleration changes direction.
GTM AnalogThe moments when continuing what worked stops working.
System Dynamics
How the Forces Interact
The forces don't operate in isolation. Friction dampens momentum. Mass amplifies surface area's effect. Escape velocity requires a specific combination of momentum and reduced friction. The interplay creates a natural sequence to GTM investment:
- Build mass — brand, content, positioning, credibility
- Reduce friction — audit the buyer journey, eliminate unnecessary steps
- Generate momentum — consistent investment starts to compound
- Expand surface area — extend into new channels and contexts
- Achieve escape velocity — the market itself does your distribution
"The companies that break out aren't the ones with better tactics. They're the ones operating with an intuitive grasp of the forces acting on their growth system."
Origin
Where this came from
After 20 years watching B2B SaaS companies make growth investment decisions, I noticed patterns. The companies that broke out and the ones that stalled often had similar products, teams, and markets. The difference was usually in how they understood the forces acting on their growth system.
The physics metaphor emerged from trying to explain these patterns to CEOs and boards. When you frame growth investment in terms of momentum, friction, and mass, people suddenly see their situation differently. They stop asking "why isn't this working?" and start asking "which force are we fighting?"
Go Deeper
Related Reading
Diagnose Your Growth Physics
Find out which forces are working and which are stalling your growth. The Gravity Audit maps the six forces against your current state and identifies where the system is losing energy.