Users are only ever in three states — they’ve never heard about it; they’ve tried it; and they use it. What you’re managing is state change. So the framework is, what causes these changes? The answer should be rooted more in preference, choice and psychology than in some quantitative thing.
What I want to hear about is the three most difficult and hard problems that any consumer product has to deal with. How to get people on the front door? How to get them to an ‘A-ha’ moment as quickly as possible? And then how do you deliver core product value as often as possible?
(1) “The answer should be rooted more in preference, choice and psychology than in some quantitative thing.” Another way of putting this: the core of any growth strategy must be a great product which helps your customers achieve a valuable Job To Be Done in a compelling way. See Is your product a “must-have” according to this definition?
(2) Cf. The only way to build a massive business.
(3) Cf. Don’t be satisfied with sales, seek love.