The art and excellence of growth Most companies think growth means running more experiments. DoorDash Chief Growth Officer Brian Hale sees it very differently. When I asked him what separates excellent growth teams from okay ones, his answer surprised me. Excellent growth teams are not obsessing over A/B tests or marketing channels. They’re obsessing over every moment a customer hesitates. At DoorDash, for example, customers sometimes hesitated to place an order because they were worried about delivery fees. Even when the app already offered zero delivery fees. As Brian put it: “We were like, ‘but there’s zero fees. What do you mean you’re worried?’” The problem wasn’t the offer; the problem was people didn’t know about the offer. And that lack of knowledge was a key growth lever. Most growth teams run experiments; the great ones hunt friction. Listen to our full conversation, and read up on my takeaways for the 7 biggest contrasts between okay growth teams and excellent ones after our conversation here: