RoadMap
RoadMap is the change-management framework behind Growth Lab: it turns a company's growth goal into a sequence of decisions and experiments a team can run week by week.
RoadMap is the framework Growth Lab runs on. A company arrives with a growth goal already in mind, more revenue, more paying users, a lower cost per customer, and RoadMap turns that goal into a working plan instead of a slide with a number on it.
The method starts by naming the goal in one sentence and the constraint that currently blocks it: budget, headcount, a channel that has stopped paying back, or a product gap nobody has fixed yet. From there RoadMap breaks the goal into a short list of decisions a team actually has to make, which channel to test first, which segment to target, which offer to run, and treats each decision as something to test rather than something to guess at in a planning meeting.
Each decision becomes an experiment with a fixed budget, a fixed timeline and a number agreed before the test starts. The plan updates after every result instead of once a quarter, so the roadmap a client sees in month three looks different from the one the engagement started with, on purpose. That is the change RoadMap manages: not a fixed list of tasks, but the sequence of decisions a team makes as it learns what actually moves the goal.
RoadMap does not replace the HADI loop that runs inside it. RoadMap decides what gets tested and in what order; the HADI loop is how each of those individual tests gets run.
How it works, step by step
- Name the goal and the constraint. Write the growth goal as one number and one deadline, then name the single constraint blocking it today: budget, team capacity, a channel that stopped paying back, or a product gap. A goal without a named constraint stays abstract.
- Break the goal into decisions. List the handful of decisions a team actually has to make to move the goal: which channel to test, which segment to target, which offer to run. Each one becomes a line on the roadmap, not a paragraph in a strategy deck.
- Turn each decision into an experiment. Give each decision a fixed budget, a fixed timeline and a number agreed before the test starts, so a result cannot be redefined as a win after the fact.
- Run the loop and update the plan. Review results on a fixed schedule and rewrite the roadmap around what actually moved the goal, not around the plan the team started with. RoadMap stays a plan for testing, not a record of what was tested.
When to use it
Use RoadMap once a company has a growth goal but no shared way to turn it into weekly work, or when the existing plan has not changed in months despite new results coming in. It is the entry point for Growth Lab: before RoadMap breaks the goal into decisions, there is nothing yet to test.
Common mistakes
- Treating the roadmap as a fixed list of tasks instead of a sequence of decisions still open to the next result.
- Skipping the constraint step and jumping straight to channels, which produces a list of ideas with no order to run them in.
- Testing several decisions at once, so a result cannot be traced back to the change that caused it.
- Leaving the roadmap unchanged after a quarter of results that contradicted it.
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