Hi Mohamed,

Great question. I think after the initial phase, your growth model needs to continue to evolve, but not very frequently. There are a few scenarios that you need to re-evaluate your model: 1) when you add new important new features to your product or expand your product lines — -> this will change how you think about user activation and retention in the model; 2) when you enter into a very different market or when you add new channels into your distribution strategy — -> this may not change the high level model, but will create new segments, or top of funnel elements in your model.

Another scenario is that when you implement experiments aimed to impact the growth metric, at experiment level, the result is positive, but at overall KPI level, the result is not what you expected. This is an indicator that maybe your model needs adjustment.