What does the Capstone chapter test?

Everything. You face a 20-minute existential growth scenario — runway shrinking, channel breaking, board pressure — and apply concepts from all ten prior chapters. The decisions you've made across the entire run feed into the ending you get.

How are Capstone endings determined?

By the cumulative state of your run: company archetype, North Star choice, funnel fixes, channel allocation, retention work, attribution literacy, and final-chapter decisions all combine. There are multiple endings — some good, some quietly tragic, none arbitrary.

Can you replay the Capstone with different choices?

Yes. The course is designed for replay across the four founder archetypes (DTC, B2B SaaS, marketplace, consumer subscription). Each archetype meaningfully changes the right answers, the available channels, and the endings.

What's the difference between this and a normal marketing capstone?

A normal capstone is a written case study graded by a TA. This one is a playable scenario whose outcome is computed from your prior decisions across roughly six hours of play. The grade is the ending.

Chapter 11 · Capstone — Growth Marketing

Growth / A Story

Ch. 11 · Capstone

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