The Edge Loop
Every marketing action is an experiment backed by a proven edge. This is how we turn 63 edges into compounding results across 4 products.
1. Pick Edge
→
2. Hypothesize
→
3. Execute Fast
→
4. Measure
→
5. Learn
→
6. Next Action ↻
1
Pick Edge
Select a marketing edge that matches your product's current stage. The stage gate filters which edges apply.
Stage Gate Rules
Pre-PMF: Only PMF measurement edges (40% survey, geo-fencing, activation)
Activate: Channel selection, activation rate, content velocity edges
Velocity: Testing velocity, headline testing, content volume edges
Scale: Multi-channel, pricing, referral program edges
Example: GunDealAlerts (Activate stage)
Edge selected: Comments Beat Posts for AI Citation
Why this edge now: GDA's primary channel (Twitter) is being activated, but Reddit is where the audience already lives. Expert comments build authority AND get cited by AI tools that gun buyers use.
Why this edge now: GDA's primary channel (Twitter) is being activated, but Reddit is where the audience already lives. Expert comments build authority AND get cited by AI tools that gun buyers use.
2
Form Hypothesis
Turn the edge into a testable, falsifiable bet. Use this format:
IF [edge principle is true]
THEN [doing X]
SHOULD produce [measurable Y]
WITHIN [timeframe]
THEN [doing X]
SHOULD produce [measurable Y]
WITHIN [timeframe]
Example Hypothesis
IF LLMs cite specific Reddit comments with depth over high-upvote posts,
THEN writing 10 expert-level r/gundeals comments with price history context and ammo CPR breakdowns
SHOULD result in GunDealAlerts appearing in AI-generated deal recommendations
WITHIN 30 days
THEN writing 10 expert-level r/gundeals comments with price history context and ammo CPR breakdowns
SHOULD result in GunDealAlerts appearing in AI-generated deal recommendations
WITHIN 30 days
3
Execute Fast
Run the minimum viable test. Speed matters more than perfection.
Testing Velocity Beats Testing Quality
260 fast tests annually outperforms 12 elaborate ones. Probability of breakthrough increases with shot volume, not shot precision. Ship in hours, not weeks.
Example Execution
Time budget: 45 minutes
Deliverable: 10 Reddit comments on r/gundeals
Content: Price history comparisons, CPR analysis, "here's why this is/isn't a deal" with specific numbers
Tracking: Log each comment URL, post title, content type
Deliverable: 10 Reddit comments on r/gundeals
Content: Price history comparisons, CPR analysis, "here's why this is/isn't a deal" with specific numbers
Tracking: Log each comment URL, post title, content type
4
Measure
Track leading indicators, not vanity metrics. What you measure depends on your stage.
Leading vs Vanity
Activation rate
Total signups
Engagement rate
Total impressions
PMF score (40% gate)
Total users
Referral traffic source
Page views
Example Metrics
Primary: AI citation appearances (search "gun deals" in ChatGPT, Perplexity)
Secondary: Reddit karma per comment, referral traffic from Reddit to GDA
Tertiary: Comment reply rate (are people engaging with the analysis?)
Secondary: Reddit karma per comment, referral traffic from Reddit to GDA
Tertiary: Comment reply rate (are people engaging with the analysis?)
5
Learn & Update
Did the edge hold? Record the result. Refine or pivot.
Decision Framework
Edge held + good execution → Double down. Scale the test. Increase volume.
Edge held + weak execution → Improve execution. Same edge, better test.
Edge didn't hold → Why? Wrong product stage? Wrong channel? Log the learning, pick next edge.
Edge held + weak execution → Improve execution. Same edge, better test.
Edge didn't hold → Why? Wrong product stage? Wrong channel? Log the learning, pick next edge.
Example Learning
Result: 5/10 comments got 3+ upvotes. 2 appeared in ChatGPT deal responses.
Insight: Ammo CPR analysis comments got 3x engagement vs general "good deal" comments.
Action: Focus all future r/gundeals comments on ammo CPR breakdowns. Drop general deal comments.
Insight: Ammo CPR analysis comments got 3x engagement vs general "good deal" comments.
Action: Focus all future r/gundeals comments on ammo CPR breakdowns. Drop general deal comments.
6
Next Action
The action queue re-ranks based on your new data. The next highest-ROI action surfaces automatically.
Tests that worked get more weight in the queue (scale what works).
Tests that failed get deprioritized (stop doing what doesn't work).
New edges unlock as products advance stages (growth tactics after PMF, not before).
↻ Return to Step 1 with updated context. The loop compounds.
Tests that failed get deprioritized (stop doing what doesn't work).
New edges unlock as products advance stages (growth tactics after PMF, not before).
↻ Return to Step 1 with updated context. The loop compounds.
Active Experiments
Tests currently running across products
0 running
No experiments running
Go to the Dashboard and execute your first action to start an experiment.
Target: 5 experiments / week
Experiment Log
What we tested, what we learned, what changed
0 completed
Validated
Template: r/gundeals expert comments
GunDealAlerts
Edge: Comments Beat Posts for AI Citation
Hypothesis: 10 expert comments with price context → AI citations within 30 days
Result: 5/10 got 3+ upvotes, 2 appeared in ChatGPT. Ammo CPR comments 3x better.
Decision: Double down on ammo CPR analysis. Drop general deal comments.
Mar 15
Invalidated
Template: Jebbix parenting subreddit posts
Jebbix
Edge: Naming Beats Content
Hypothesis: 10 lead magnet name variations → 3x click variance by name
Result: All 10 names got similar low engagement. Problem was subreddit choice, not naming.
Decision: Test different subreddits first. r/parenting too broad. Try r/SchoolAdvice.
Mar 12
Example entries shown above. Your experiments will appear here as you complete them.