Today, I’m talking with Lars Lofgren, the Senior Director of Growth at I Will Teach You To Be Rich and an all around expert on B2B growth. Lars helps companies build out new channels and optimize existing ones to give them predictable ways to find and accelerate their growth. The plan was to cover how Lars approaches growth on a strategic level and then dig into the A/B testing program he has used to help companies triple their conversion. But things changed once we got started. While Lars shared his approach to growth, as we started talking, it was clear that A/B testing simply isn’t the right tool for early-stage startups. Even Groove, the company I work for with over $5 million ARR, is too early for this advice. So we changed things up. Today, Lars covers what an early testing approach could look like, but this episode is about much more than testing. Instead, we shifted the conversation and Lars laid out the principles for early-stage startup growth and the best way to get started. If you’ve never heard Lars talk about growth before, then you are in for a treat. And if you have, then you’ve probably already fast-forwarded through this to get to the good stuff.