Chaos to Grow
Most brands don’t actually have a growth strategy.
They have a collection of tasks dressed up like a plan.
“Run Facebook ads.”
“Hire an affiliate agency.”
“Redo the landing page.”
“Launch on Amazon.”
“Test TikTok.”
That’s not a strategy.
That’s a to-do list with a panic problem.
The Difference Between a Plan and a Growth Engine
Let’s break it down.
A to-do list is reactive.
It’s what you hope will work.
A growth engine is proactive.
It’s a focused, testable system built around:
- Clear metrics (LTV, CAC, AOV, Contribution Margin, channel efficiency)
- Channel-level repeatability
- Prioritized bets, not busywork
- A single source of truth for what’s working (Dashboards anyone?)
When we come into a new client at Chief of Chaos, we ask one question first:
“What’s your number one growth lever, and how are you scaling it right now?”
Most companies can’t answer that.
Or they name five. Which is the same thing as naming none.
A Quick Framework to Fix It
Try this 3-part alignment sprint:
1. Prioritize the Proven
What’s already working? Where are you already seeing a return?
Double down. Don’t diversify until you’ve maxed out your winners.
2. Kill the Noise
Audit every “channel” and “project.”
Kill what hasn’t produced results in 90 days. You’re not a VC fund—you’re a growth engine.
Fire the agencies that can’t tell you how they contribute to margin.
Get rid of the people that spend, without a clear idea of how that returns profit.
3. Build a Test Matrix
Run a weekly cadence of measured, low-cost experiments across copy, channel, offer, and audience.
Use one simple dashboard (Looker, Air Table, Notion, something…) to track outcomes.
If It’s Not Repeatable, It’s Not Scalable
Repeat this line every time someone suggests launching “a fun idea.”
You don’t need more ideas.
You need more intentional execution.
Your Weekly Chaos Challenge
Ask your team:
What is our #1 scalable channel today—and what are we doing to 10x it this quarter?
If no one agrees on the answer, that’s the answer.
Want My Test Matrix Template?
We’ve built a plug-and-play framework that helps our clients prioritize and validate growth ideas with confidence.
Drop a comment or DM me with “Test Matrix” and I’ll send it your way.
Until next week—
Focus beats frenzy. Execute with intent. Grow through the chaos.
—Matt Frary
The Chief of Chaos
