Most marketing systems produce. Few compound.

A producing system makes more output every month and knows nothing new. A compounding system carries what worked into what it does next. Both look identical in a demo; only one is an asset a year later. Growth Engineering is the practice of building the second kind, across seven disciplines: Growth (own a number), Direction (command the machine without approving every step), Distinctiveness (stay tell-apart-able from the machine mean and the category mean), Memory (keep what worked in a form the next run can read), Experiments (hold beliefs that can lose), Production (make the asset at channel standard), and Eval (test yourself before you change yourself). Distinctiveness Engineering and Direction are two of its disciplines, each with its own home.