Standing Up Multiple Growth Initiatives in Dynamic AI Markets

In a rapidly evolving AI market, Lovable's growth team has completely reimagined how they approach growth initiatives, focusing on innovation rather than optimization. This represents a fundamental shift from traditional growth tactics that Elena Verna has used throughout her career.

At Lovable, the growth team spends 95% of their time innovating on growth and only 5% on optimization—a complete reversal from traditional growth roles. This approach is necessary because the AI market is moving incredibly fast, with numerous competitors entering the space daily. As Elena explains, "Everybody and their mother is starting a vibe coding business nowadays and we need to figure out how to be ahead of them."

The key insight is that staying ahead requires "reinvention of the solution" rather than "optimization of the problem." Instead of focusing on incremental improvements to existing user journeys or growth loops, Lovable's growth team constantly launches new features, integrations, and growth loops to capture perishable market demand.

This approach manifests in several ways. The growth team often works on what would traditionally be considered core product features. For example, they launched Shopify integration to enable e-commerce use cases after noticing users attempting to build storefronts. They also enabled voice mode so users could chat with Lovable using their voice instead of typing. The growth team has even begun working on agent instructions to improve activation, diving deeper into product functionality than growth teams typically would.

The strategy acknowledges that in such a dynamic market, waiting to perfect one growth loop before launching another could mean missing crucial opportunities. While conventional wisdom suggests focusing on fewer, more optimized loops, Lovable's approach recognizes that the market is moving too quickly for that luxury. They must capture attention and demand while it exists.

This approach requires a different team structure and mindset. The growth team needs to be comfortable with constant innovation, have high agency, and be willing to ship quickly without perfect optimization. It also requires close collaboration with product teams, as the line between growth and product becomes increasingly blurred.

For companies in fast-moving markets, especially AI, this suggests that the traditional growth playbook may need significant revision. Rather than perfecting existing loops, success may come from rapidly standing up multiple initiatives to capture perishable demand before competitors do.