how to build a growth hacking culture

Download how to build a growth hacking culture

Post on 14-Jun-2015

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  • 1. Designing forgrowthwith the power of ChuckNorris

2. A brief history Head of Growth @ Growth Hacker @ Organizer @ GROWTHATHON Member of Writer @#growthhackchi @aginnt 3. What we are going to cover Instilling a culture of growth Growth team or growth hacker Prioritization Day-to-day Possible pitfalls#growthhackchi @aginnt 4. Instilling a culture of growth101 guide to company culture 5. Growth comes from cultureCulture- the set of shared attitudes, values, goals, andpractices that characterizes an institution,organization or group.#growthhackchi @aginnt 6. Primary goal Steepen the learning curve.#growthhackchi @aginnt 7. Growth = culture To grow most companies need aculture change.How easy is it to change culture?#growthhackchi @aginnt 8. Analyze your cultureAsk these questions of yourself, then ask yourteam. What do you value? What do you focus on? What do you hold people accountable for? How do you solve problems? How do you allocate resources? How do you know if you are successful or not?#growthhackchi @aginnt 9. Analyze your culture (2)Ask these questions of yourself, then ask yourteam. What do you value?Growth What do you focus on? Everything but growth What do you hold people accountable for? Feelings How do you solve problems? Panic & derail everyone How do you allocate resources? My mood How do you know if you are successful or not?Another round of funding#growthhackchi @aginnt 10. Culture ChangeThree steps to change your culture 1. Why Set a vision 2. What List the milestones 3. How Operationalize with some teeth (7 to 1 rule) Address important areas that are changing#growthhackchi @aginnt 11. Common Characteristics High performance with right culture Metrics valued Death to lore Agnostic on the method, religious on the metric Intensity about winning Agile process Testing then production Transparency Focus Delivering user value, always#growthhackchi @aginnt 12. Reality check Culture is how you live and work, not apresentation.#growthhackchi @aginnt 13. Who?To be a growth hacker or not to be? That isthe question. 14. Growth hackers are not growth teamsGrowth hackerGrowth team#growthhackchi @aginnt 15. The differenceGrowth hackerGrowth team Broad skills Specialized roles ASAP Process Grey area Focus on culture Guerilla tactics Black and white#growthhackchi @aginnt 16. How to choose? State of the company Size of the entire team Market competition Potential market opportunity Expected/ realized growth curve Every company culture is unique#growthhackchi @aginnt 17. PrioritizationWhat should you focus on? 18. Your product cannot suck#growthhackchi @aginnt 19. Four areas of focus1. Acquisition2. Activation3. Engagement4. Virality#growthhackchi @aginnt 20. Four areas of focus1. Acquisition2. Activation3. Engagement4. ViralityThis will lead you down a dark path#growthhackchi @aginnt 21. Four areas of focus1.2.3.4. #growthhackchi @aginnt 22. Metaphysics of growth Get to the magic moment as fast as possible!#growthhackchi @aginnt 23. The magic moment a magic moment is a defining point that marks a separation in future user behavior.demonstrate user value proposition#growthhackchi @aginnt 24. Day-to-dayoperationalize growth 25. The growth mentality1. Track: Figure out what needs to be tracked and track it.2. Understand: Delve into the data to understand how people are using the product.3. Prioritize: Evaluate and prioritize the areas most likely to yield growth. (tweaks, re-architected features, new features)4. Design: Design features that are likely to yield growth and estimate impact.5. Build: Code and deploy.6. Measure: Gauge success of new features.Repeat 1, 2, or 3, adjusting strategy based on the results. via Mike Greenfield (500 startups)#growthhackchi @aginnt 26. Product Follow a sprint schedule with a retro. Varied risk of the growth bets each sprint. Develop a method of resolving conflicts amongteam. Deploy, dont dither. Adjust sprint iterations based on what you learnto keep momentum up.#growthhackchi @aginnt 27. Product (2) A product managers role Leader of the growth team User testing Communicates data and goals Organizes teams to move forward Coordinator around dependencies Planning UX considerations Flow analysis#growthhackchi @aginnt 28. Data Develops user behavior models. Keeps track of important metrics. Explores new theories on user behavior. Categorizes users and visitors. Assures proper instrumentation andmeasurement. Assures moving the metric. Calls out lore.#growthhackchi @aginnt 29. Marketing Create a sprint model for marketing. Process theory test cheaply results iterate#growthhackchi @aginnt 30. Marketing (2) Pour water acquisition process (CAG vs. LTV). Works with growth team on inbound strategies. Optimizes product messaging. Develops the PR strategy. Enforces user empathy.#growthhackchi @aginnt 31. Avoid these pitfallsLearn from my mistakes 32. Not everyone should focus on growth#growthhackchi @aginnt 33. From hunch to metrics#growthhackchi @aginnt 34. AB test everything#growthhackchi @aginnt 35. Early results are not always conclusive#growthhackchi @aginnt 36. Dont be afraid to be wrong#growthhackchi @aginnt 37. Time scope#growthhackchi @aginnt 38. Be patient#growthhackchi @aginnt 39. QuestionsBlog: aginnt.comTwitter: @aginntCall me on Clarity @aginnt