Intuit Growth Playbook

Scott Cook watched his wife struggle to balance a paper checkbook and realized that personal finance was the most stressful part of the average person's day.

The 'Follow-Me-Home' Empathy Loop & Tax Compliance Monopoly: Intuit tacticaly won by out-observing the competition. Their growth engine is 'Radical Usability'—literally watching users in their homes to see where they clicked. By building TurboTax and QuickBooks into names that represent 'Safety,' they captured the SMB and Consumer finance markets. Their growth relies on 'The Regulatory Moat'—aggressively lobbying to keep the US tax code complex and ensuring their software is the only viable 'Easy' solution. Their expansion into 'Credit Karma' and 'Mailchimp' creates a 'Complete Financial Life' ecosystem that controls both the spend and the income of the user.