Growth Engineering

Praise for Growth Engineering

Growth doesn’t happen by accident. It takes a series of early decisions that shape how a product learns, adapts, and ultimately earns a place in people’s routines. In this book, Rita breaks down how growth engineering, disciplined experimentation, and clear behavioral insights can help teams make better decisions. It’s a grounded, practical look at how cross-functional teams move a product from simply functioning to genuinely connecting with users.

—Suganthini MP, Senior Product Designer, HubSpot

Rita and I spent a lot of time at Microsoft tackling the exact experimental hurdles she describes in this book, and she’s captured those hard-earned lessons perfectly. This is a much-needed sanity check for any team that risks “flying blind” by rushing into growth without the right foundation. Rita provides a clear roadmap for avoiding the “tilted scales” of flawed setups—like sample ratio mismatch—that quietly ruin your data. Most importantly, she addresses the human fallacy of seeing patterns in random noise when we’re under pressure to ship. If you want to move past guesswork and build a culture of disciplined curiosity, this is the book you need.

—Cristian Olariu, Senior Applied Scientist, Microsoft

Growth engineering is quickly becoming a must-have for any team serious about building products that truly connect with users. This book breaks down the core principles that link design, engineering, and data-driven decision-making in a way that’s both ...