Making $$$ with Loop Engineering

**Greg Isenberg** (0:00)
You might have heard of engineering loops. They've been going viral on Twitter and everything like that. And I think they're really interesting, but they're way more interesting to use to actually run your business. There's a way to use loops to actually get customers, get SEO, be seen by LLMs, and actually improve your product 24-7. Now, I haven't seen anyone cover how to actually implement these loops, so I created a tutorial, how loops work, how you can use it to run your business, and how you can use Claude Code or Codex to actually implement it. In this episode, I share everything with my friend Elie, and you'll see and understand completely how to do it yourself so that you can get traffic, get customers, build a startup today. My favorite loop is actually the last loop that we share. Enjoy the episode, and I'll see you at the end.
Elie, welcome to the show. By the end of this episode, what are people gonna learn?

**Elie Steinbock** (1:06)
Yeah, so you're gonna learn how to use Loops to better automate your business. Loops have been really popular over the last few weeks. People are using loop engineering to better develop products, but it can go a lot further than that. You can use it for SEO, for Facebook ads, really to automate almost every part of your business. So that's what we're gonna talk about today.

**Greg Isenberg** (1:26)
Okay, cool. So yeah, people are using Loops to basically build products, but you're basically saying there's a way to use Loops that could, you know, you could run your business on it, basically. And that's gonna help you get customers, that's gonna help you build a more efficient business. And what I'm asking for you, Elie, is if you can clearly explain how to actually do this thing, and then show some examples so that people can actually just copy some of these workflows, and then by the end of the episode, they're gonna understand Loops for, you know, how do you use Loops to run your business?
But also, how they can get started today. Can you make that commitment, Elie?

**Elie Steinbock** (2:06)
Yeah, yeah, sure.
I'm gonna show you how to use Loops to run your business. We're gonna talk about it at a high level, like sort of what the concept is, where you can potentially use it, but then I'm also gonna show you how it actually runs in practice. So it's not just theoretical, I'll show you how you can actually improve your SEO massively using Loops. It's the sort of thing a lot of you might be doing today. If you have anything running on a schedule, that's a form of loop, but we're gonna sort of really push it far. And I think the state of AI today, you can really do quite a lot with a loop over a long period of time. Most of the time, we're talking about Loops. Maybe, you know, they run in half an hour, an hour here, we're talking about Loops that might last for months or even years.

**Greg Isenberg** (2:52)
Let's do it. All right, let's get into it.

**Elie Steinbock** (2:54)
Cool. So, yeah, around a month ago, loop engineering got really popular.
Boris from Claude Code started tweeting about it. Also, Peter Steinberger from OpenClaude started tweeting about loop engineering, and everyone was like, wow, what is this loop engineering thing? Overall, it's quite a simple concept, but it's really blown up. And I guess it's nice that sort of, it's got a term now, loop engineering, before someone could have described this concept, and it didn't have sort of a one word explanation, now it does.
Shortly after this whole hype cycle started, a friend of mine, Dimitro, he went and tweeted this, in 2026, you don't prompt anymore, your software should be able to build itself and achieve product market fit on its own. Your only job should be to find money to pay for tokens and take care of yourself. So he was definitely joking, when he wrote this. I think he was making fun of this whole idea of loop engineering, how we have prompt engineering, context engineering, harness engineering, every month we've got another hype cycle. But if you read the tweet, I found it funny, I thought it was a great tweet. But then the question is, wait, could you actually do this? What would it look like to actually have everything running on a loop in your business? So that's what we're going to speak about today. The idea of loops, honestly, it's not that new.
Maybe even like 10, 15 years ago, the Lean Startup Book was pretty popular, and a big part of that book was this loop where you build something, you'd measure how it does, then you'd learn from it, then you'd build a bit more. But basically, if you break down a business or you think about Dimitro's question, how could an entire business run as a loop? It's basically, let's go build something, let's get feedback, let's improve it, and just keep that cycle going of build and learn, and I guess measure as part of that as well. And you can do the exact same thing with AI. And it's not just sort of high level for the business to build and get feedback, that might be on the product, but you can do this for so many parts of your business. And it's actually what you do already. If you're improving your SEO, you're seeing, okay, where do I rank today? Where do I want to rank? What are the things I can do to improve it? Who is ranking above me? You do all these experiments and then you try and rank higher. You have accurate measurements from Google coming back to you. And so that would be an example of a great loop that you can run. It's a loop that I'm running today in production.