Staff Writer

In the MGS20 session, Trevor Laehy, Co-Founder & President of Yaza, explains how iteration is key to unlocking growth, traction, and retention.

The iterative process is cyclical, explains Laehy, and begins with ideation, prototype creation, and testing. Once feedback is received, the product is refined and the prototype adapted — it often takes multiple test rounds and many iterations before products are ready for launch. When it comes to building a specific use case for your product, Laehy advises paying close attention to user demand and iterating the product accordingly. Flexibility is essential, as strict adherence to your original idea can limit use.

“The smallest changes can make the biggest impacts,” notes Laehy, especially when it comes to maximizing revenue and profitability. Iteration also applies to paid marketing; a close-minded approach leads to excessive competition and expense, while a more nimble, experimental outlook can reduce CPCs. Laehy concludes with an example of large-scale iteration in action, describing the process of rebranding Anchorfree as Pango to boost retention numbers.