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Self-running growth loop
TL;DR. A self-running growth loop is a retention or monetization experiment that doesn't require a weekly meeting to remember to tune. It's not autonomous; it's just maintained without the operator having to remember it exists.
Most growth loops in small studios fail the same way: they get launched, they work for two weeks, then the operator forgets about them. Three months later somebody asks "is that still running?" and nobody knows.
A self-running loop is one that the system maintains awareness of. It surfaces when the loop is decaying, when the assumption has changed, when the test needs to fork. The operator still decides, the system makes sure the moment to decide doesn't slip past.
The "self-running" part isn't about removing humans. It's about removing the operator's memory burden.