How great B2C growth teams decide what to do next.

Every growth team has a backlog longer than its roadmap. The interesting question is not what they do, but how they choose: what signal finally tips a decision from maybe to yes.

We are speaking with 15 growth leaders about one recent decision each. The signal they saw, the alternatives they weighed, who actually made the call, and what happened after.

The patterns so far are less about frameworks and more about timing, trust and knowing which metric to ignore.