[U&I SUMMIT 2017] Skurt >> Everette Taylor "Fueling Growth Through Emotional Intelligence"
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Transcript of [U&I SUMMIT 2017] Skurt >> Everette Taylor "Fueling Growth Through Emotional Intelligence"
#GROWTH101
Everette Taylor @everette
Growth Background● Serial entrepreneur (4x founder/co-founder - sold 1st company at 21)● 12 years of marketing experience (MFST, Sticker Mule, Qualaroo, etc) ● Started GrowthHackers.com w/ Sean Ellis (coined “growth hacking”)● Co-authored Startup Growth Engines (#1 on Amazon in “Startups’)● Currently leading marketing/growth @ Skurt● Grown social media audience approaching half a million people. ● Recently founded Instagram growth service GrowthPup.
Everette Taylor @everette
Everette Taylor @everette
Return on Investment (ROI) = #1 Way to Measure Marketing
Effectiveness
Everette Taylor @everette
Financial ROI is important.
ROI on time is INVALUABLE.
Everette Taylor @everette
Big component of growth hacking (marketing) is using your time, money, resources and talent wisely.
Also the ability to establish a growth process in which you can predict and measure the effectiveness of your experiment’s ROI.
Everette Taylor @everette
Everette Taylor @everette
“A focus on understanding your users and how they discover and adopt your products, [so] you can build
features that help you acquire and retain more users, rather than just spending marketing dollars” - Josh Elman
Everette Taylor @everette
Or in other words, lean, smart data-driven marketing with great ROI. “Growth hacking” is
just a buzzword.
There is NO such thing as a silver bullet.
Everette Taylor @everette
Before you waste anytime with any growth experiments, ask yourself:
Do I have product/market fit?
Everette Taylor @everette
“Focus obsessively on getting to product/market fit. Do whatever is required to get to product/market fit. Including changing out people, rewriting your product, moving into a different market, telling customers no when you don’t want
to, telling customers yes when you don’t want to…” - Marc Andreesen
Everette Taylor @everette
Four of us wolves, running around Silicon Valley together, looking for user
acquisition and retention.
Building Your Growth Team
Everette Taylor @everette
Lack of Diversity STUNTS GROWTH
Everette Taylor @everette
Characteristics of a Growth Team Member
1. Data and Impact Driven2. Emotionally Intelligent & Diverse Thinker3. Voracious Learner 4. Relentless & Resilient to Failure5. T-Shaped Marketer
Everette Taylor @everette
Growth Process =
Continuous rapid data-driven growth experiments while keeping
track of wins and losses. Everette Taylor @everette
Let’s Talk About Data….1. Know the metric you’re trying to improve.
2. Use data to find leverage points and
double down. 3. Identify influencing behaviors and
replicate the positive ones.4. Constantly analyze data and optimize
but…5. Don’t let data stagnate your ability to
think outside of the box. Everette Taylor @everette
GROWTH IS A TEAM SPORT
Growth is not just an initiative, it should be company culture.
Download SKURT Use code “500” for Free Delivery
Everette Taylor @everette