Recruiting Teachers and Students at the Same Time

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ABC English was a brick-and-mortar education company, but the rules for growth are the same as for online businesses. You need to get multiple flywheel spinning at once on the customer side and the provider side by offering the right incentives. Giving out little school bags was a modest enticement, but the handcrafted charm worked. Parents did start to enroll in ABC's learning centers, and the company started to thrive.

Businesses run on incentives — from attracting customers with great prices, to drawing in talent with great salaries. But incentives aren’t something you set once; you must constantly revisit them to adjust to changing times. Cindy Mi, founder and CEO of the learning platform VIPKid, has leveraged the power of incentives to build a thriving global learning community — and, to shepherd her organization through a black hole-sized disruption.

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