growth is a skill, not a hack
TRANSCRIPT
GROWTH IS A SKILL
@JeremiahGardnerNOT A HACK
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THE GROWTH NARRATIVE
0k
30k
60k
90k
120k
Mo. 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5 Mo. 6
Hack!
Hack!
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THE VALUE STREAM
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MARKETING FOCUSED
AWARE
ACQUISITIONFUNNELCONVERSIONGROWTH ENGINE
INTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE
MVP
traditional marketing
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marketing focused • Awareness and Acquisition =
big launches, all channels, hack, hack, hack
• Business-centric = Siloed KPI’s that align with the top of the funnel
• Pilots / Focus Groups = potential great opportunities killed by wrong metrics / insights
but…
customer expectations are on a
continual rise…
competition is fierce…
every day: new channels, new products,
new expectations…
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GROWTH FOCUSED growth
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growth focused • Customer-centric = learning
about our customer’s deeply • Iterative = exploring new
channels, new tactics; optimized for learning
• Cross-functional = sharing learnings and responsibilities across the value stream
SEARCHEXECUTE(known) (unknown)
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GROWTH MARKETING
Growth Marketing is a process of customer-centric rapid experimentation across a range of marketing activities to discover the most impactful way to grow a venture.
SKILL + MINDSET3 Principles to practice Growth
01WALK IN THEIR SHOESGrowth Principle #1:
customer-centric
Your ability to gain empathy for your customers is one of the most indispensable skills an organization can have.
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empathy
Personally experience your customers’ perspective
Seeing what people really do, not just what they say.
Understanding why people say what they say.
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WHERE TO START?
02ASSUME YOU’RE WRONGGrowth Principle #2:
rapid experimentation
Build the capability to rapidly build, test, and (in)validate your assumptions about new products, campaigns, and tactics.
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hypothesis
If we do X, Y% of people will behave in way Z.
X = Business Activity Y% = Target Metric Z = Customer Behavior
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TRIANGULATE TO DISCOVER
02FOLLOW THE EVIDENCEGrowth Principle #3:
evidence
Build a case over time, using multiple experiments. What level of feedback is needed to produce evidence the (product, tactic, etc) should be built?
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evidence = data + why
A strong behavioral response from your customer, validating or invalidating your hypothesis.
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GROWTH WORK
THINK BIG, START SMALL
GOODBYE, OLD-SCHOOL BRANDING.
HELLO, INNOVATION#TheLeanBrand @JeremiahGardner
@JeremiahGardnerwww.MovesTheNeedle.com
We’ve advised the innovation practices of:
www.JeremiahGardner.com
•Author, The Lean Brand •Principal, Moves The Needle •Startup Mentor & Advisor •Enterprise Innovation Catalyst