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THE GROWTH NARRATIVE
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Mo. 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5 Mo. 6
Hack!
Hack!
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@JeremiahGardner
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
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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
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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.
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.
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
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.
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
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