If PMF is achiving a spike of growth (due to symbolic reasons like a solid internal sgnification and/or external signification) then the old theory says you have to “scale” which consists on doing more ads and release more features None of these tactics help necessarily to go from sign to breaktrough sign: - when meaning keeps evolving (despite added features and ads) then they will rationalize that they scaled properly - when meaning gets staled, then they will call that premature scalation (which they will also say is the biggest reason of startup failure, so case one rarely happens) “scale” (ads, features) at your own peril. you should focus on meaning via framing and the spectacle