Things Growth Playbook
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Design
Award
Strategy
Apple
The Spark
Cultured Code realized that Mac and iOS users wanted a tool that felt 'Native' to the Apple aesthetic—obsessively simple, elegant, and perfectly integrated into the OS.
The Growth Engine
The 'Apple-Purist' Quality Flywheel & Premium One-Time Purchase: Things tacticaly won by choosing 'Exclusivity' over 'Scale'. Their growth engine is 'Design-as-Marketing'—winning multiple Apple Design Awards by building the most beautiful interactions in the category. By rejecting the 'Subscription' model for a high-price 'Pay-Once' model, they appealed to users who want 'Productivity without the Lease'. Their growth relies on 'Wait-and-Perfect' release cycles—building massive hype across the Apple community for major version updates that set a new bar for what a mobile app can do.