Where we test how growth actually works.
The HGW Lab is the hands-on research arm of How Growth Works, where we test growth technology, build real systems, examine growth stacks and document what happens in practice.
We build systems, test software, examine real growth stacks and speak with the operators running them. We document what works, what doesn’t and what we learn along the way.
Experiments
Controlled tests of tools, workflows and growth infrastructure.
Builds
Real systems and implementations documented from architecture through execution.
Teardowns
Detailed examinations of growth stacks, customer journeys and infrastructure.
Inside the Stack
Conversations with the people actually building and operating growth systems.
How the Lab Works
1. We Build or Observe
We implement a system, test a tool, examine an existing stack or speak directly with the people operating it.
2. Document the Evidence
We record the architecture, decisions, constraints, results and limitations rather than relying only on feature lists or vendor claims.
3. Extract What Generalizes
We separate what happened in one specific implementation from the principles that may be useful to other Growth teams and digital businesses.
Not every Lab project will produce a neat winner or universal recommendation. That’s the point. The objective is to understand how growth infrastructure behaves in practice.
From the Lab
Planned research programme:
HGW Build #001 – Building How Growth Works’ Lifecycle Infrastructure
How we design customer data, lifecycle messaging and automation for HGW itself.
HGW Experiment #001
Building the Same Lead Qualification Funnel in Different Platforms.
Inside the Stack #001 – How Growth Operators Actually Build Their Infrastructure
How do growing companies actually build their growth infrastructure?
Inside the Stack asks founders, Growth leaders and operators about the technology they use, what changed as they scaled, where technical debt accumulated and what they would build differently today.