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I have been writing this newsletter for a few months now, and most of you do not actually know who I am.
You know the work. You know the editions on Reddit, on cold outbound, on attribution, and on the LinkedIn algorithm changes. Maybe one of them helped you. Maybe one of them changed how you think about your own funnel. That has always been the point of writing it.
But I have never properly introduced myself. So here is that note. The person behind Growth Flywheel.
I am Arindam.
I have been travelling since 2015. Not in the Instagram sense. I do not chase places for the pictures, though I take a lot of them. I travel because I find people interesting, and travel is the most honest way I have found to study them.
Here is what I mean.
In some places, people move fast. They walk with intent. They make decisions in seconds. They look at a menu and order in 15 seconds. They board a train without checking the platform twice.
In other places, people move slowly. They sit for an hour over a cup of coffee. They take three days to decide which day to visit a temple. They stop in the middle of a road to talk to someone they recognise.
Neither is right. Neither is wrong. The same person behaves differently depending on the context they are in. The hill in Himachal where I took this photograph slows everyone down, including the people who arrived from Delhi expecting to keep moving at Delhi speed. By day three, they are sitting on rocks watching the sky for an hour. The place changed the behaviour, not the person.
You start noticing patterns when you travel enough. Why do some streets fill up at certain times? Why do some markets feel calm while others feel anxious? Why does the same shop in two different neighbourhoods get completely different kinds of customers? The patterns are not random. They are the result of the environment shaping behaviour in ways most people walk through without noticing.
Over time, I started seeing something similar in another place I spend a lot of time in.
Products. Marketing systems. Funnels.
A funnel is a journey, too. People enter from different points. They move through steps. They pause. They drop off. They convert. The environment of the funnel, the copy on the landing page, the order of the checkout, the timing of the email, the colour of the button, all of it shapes the behaviour of the person walking through.
When I look at a funnel now, I am looking at the same thing I was looking at on a street in Hampi or in a market in Pondicherry. How is this environment shaping how a person behaves? Where does the design slow them down? Where does it push them forward? Where does it ask them to make a decision they were not ready to make?
Most growth conversations skip this layer. They talk about tactics. The right ad copy. The right channel. The right hook. These matter, but they are downstream of the more important question, which is what is actually happening in the buyer's head as they move through the experience.
That is what I try to write about in Growth Flywheel.
Every edition is, in some way, an attempt to look at a system and ask what is really happening here. Not the dashboard view. Not the strategy deck view. The actual behavioural view. What is the person on the other side experiencing, and why are they doing what they are doing?
Sometimes the answer is in numbers. Conversion rates. Cohort math. Channel attribution. Sometimes it is in psychology. Trust signals. Activation moments. The first seven days of a customer relationship. Sometimes it is in something even smaller. A founder's tone. A specific sentence on a homepage. A piece of social proof that lands differently than the team realised.
The thread connecting all of it is the same thing I was doing when I started travelling in 2015. Pay attention to how people actually move. Then improve the system based on what you see.
That is the whole framework.
I started writing this newsletter because I wanted somewhere to put what I was noticing. Not as advice. Not as an authority. As a record. The brands I think are doing something interesting. The funnels I find myself going back to study. The frameworks that have actually worked when I have tried them on real businesses.
If you have been reading and finding value in it, thank you. Genuinely. There is no algorithm pushing this in front of you. You chose to be here, which means each one of you matters to me in a way that a follower number on a social platform never quite does.
If you are new, here is what to expect. One edition a week. Real research, real numbers where they exist, real opinions where they matter. I will be wrong sometimes. I will revise my thinking publicly when I am. I will introduce you to brands and ideas I am personally finding interesting, and I will try to do it without sounding like a marketing brochure.
This is not a content business. It is a notebook I have decided to publish.
This picture was taken in Raghupur fort, Jibhi, last weekend. I had been walking for two hours. The valley below was still. The wind was moving the trees in patterns I could see from where I was standing.
I remember thinking, even up there, about a funnel I had been working on the week before. A specific point in the customer journey where users were dropping off, and I had not been able to figure out why. Standing on that hill, watching the wind move through the trees, I thought about it again. The drop off was not where the data said it was. It was earlier, in a moment of doubt, that the analytics could not see.
That is mostly what this newsletter is. Moments where the data and the actual behaviour stop matching, and the interesting question is what is happening in the gap.
If that sounds like something you want to keep reading, you are already in the right place.
If it sounds like something a friend of yours should also be reading, forward this email to them. Subscriptions to this newsletter have grown almost entirely through forwarded emails and word of mouth. That is exactly how I want it to keep growing.
Thanks for being here.
I will see you at the next edition, Arindam