Fast-growing companies operate with internal chaos ("backstage") as they constantly rebuild systems. The key is to shield customers from this dysfunction, presenting a polished, reliable product experience ("onstage") no matter how turbulent things are internally.
Related Insights
Product management is inherently chaotic due to constant context switching, ambiguity, and difficult stakeholder conversations. Success isn't about finding a perfect process, but developing the resilience to navigate this mess and guide teams from ambiguity to clarity.
The founder describes growth not as a smooth upward curve, but as a series of chaotic 'bursts.' Each spurt breaks existing systems and requires intense effort to adapt processes and thinking to meet the new demand. The feeling of success only arrives after the chaos has been managed and new systems are in place.
The founders resolve the tension between speed and quality by being "obsessive." They move fast by iterating constantly, but also relentlessly go back and refine existing work. Speed is about the pace of iteration and a commitment to delight, not about shipping once and moving on.
Processes that work at $30M are inadequate at $45M. Leaders in hyper-growth environments (30-50% YoY) must accept that their playbooks have a short shelf-life and require constant redesign. This necessitates hiring leaders who can build for the next level, not just manage the current one.
Pendo's CPO warns that scaling isn't just about replicating processes for more teams. Leaders must simultaneously build coordination systems (design reviews, clear communication) while fighting to maintain the "maniacal focus on the customer" and rapid innovation that characterize small teams.
Citing Salesforce veteran George Hu, Halligan notes that in hypergrowth, nothing scales for long. Any new system, process, or even role has a three-year lifespan before it breaks and needs to be replaced. This mindset normalizes constant change and helps leaders anticipate inevitable breaking points.
The values and tradeoffs that help a startup achieve initial growth (e.g., "move fast, break things") become liabilities with a large user base. Rapid growth requires revisiting core principles to focus on stability and trust.
A perfectly clean GTM process at a startup is a red flag indicating over-engineering and a lack of real-world traction. True growth creates chaos and pain points ("dumpster fires"). RevOps should let these constraints emerge naturally before attempting to solve them, avoiding premature optimization.
Startups with lukewarm demand must have a perfect go-to-market process. In contrast, when you find intense demand where customers are pulling the product from you, the rest of your "factory" (pipeline, sales, delivery) can be messy and still function, allowing you to iterate and improve.
Scaling a company isn't linear. Founders first achieve Product-Market Fit. The next stage is "Company-Market Fit," building organizational structures for growth. Crucially, they must then cycle back to reinventing the product to stay ahead, rather than just managing the machine they built.
