[#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star...
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Transcript of [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star...
Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric
Sean Ellis, GrowthHackers
Breaking the Myths of Growth Hacking -
What Really Matters for Moving Your North
Star Metric
May24th,2017GrowthHackersConference
GrowthHackingis…
• Rapidexperimentationacrossfullcustomerjourney
• Scrutinizeeverythingbyitsimpactondrivingsustainablecustomerandrevenuegrowth
FiveMostCommonMyths
• Myth1:Growthhackingistricksandspamming
• Myth2:Growthhackingissamethingasmarketing
• Myth3:Growthhackingisclevermarketing
• Myth4:Growthhackingissilverbullets
• Myth5:GHisacrossbetweenmarketingandcoding
Myth2:SameThingasMarketing
TheTruth
• Marketinggenerallylimitedtoexternalchannels,landingpagesandemail
• GrowthHackingiscrossfunctionaleffort
Myth3:CleverMarketing
TheTruth
• Oftenrequiresresourceful,creativeproblemsolving
• Buttestleversacrossthefullcustomerjourney
Myth4:SilverBullets
TheTruth
• Everythingmustbetestedwithclearhypothesis
• Testsoftenfailbutalwaysleadtolearning
http://i.imgur.com/FmRlA.jpg
Myth5:CrossbetweenMarketing/Coding
TheTruth• Devskillshelpfulbutnotcritical
• Usefulforrollingoutrapidprototypes
• Growthteamsshouldincluderapidprototypedeveloper
WhatReallyMattersforSustainableGrowth?
Principles Process Platformknowledge Tactics
Startbylearningprinciplesandprocessfirst,thenplatforms
PrinciplesAreEvergreen(NeverChange)
• PMFitMusthaveproductrequiredforsustainablegrowth• NorthStarMetric(NSM) Aggregatevalue delivered• GrowthModel RelationshipofvariablesthatmoveNSM• Leverage Bestopportunitiestoaccelerategrowth• Testing Drivediscovery&optimizationofgrowthdrivers
Principles Process Platformknowledge Tactics
ProcessLargelyRemainsUnchanged
• Testingprocessfordiscoveringbetterwaystogrow
• Basedonscientificmethod(aroundsince1600s)
Principles Process Platformknowledge Tactics
PlatformKnowledge
• Platformsareoftenveryimportantforgrowth
• Deepplatformunderstandingishugecompetitiveadvantage
• Platformsareconstantlychanging,requirecontinuousrelearning
Principles Process Platformknowledge Tactics
Tactics
• Focusondeliveringmorevaluetomorecustomers(NSM)
• Usetestingprocesstodiscoverandoptimizetactics
• Moretesting=morediscovery(testathightempo)
Principles Process Platformknowledge Tactics
KeyTakeaways
• Growthhackingistestingacrossfullcustomerjourneytoacceleratesustainablegrowth
• UseaNorthStarMetrictotrackexpansionofvalueovertime(truesustainablegrowth)
• Principles,processandplatformknowledgearecriticaltouncoveringeffectivegrowthtactics
Want video access
Jamie Siminoff, Ring
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