growth hacking

Growth Hacking Techniques, Disruptive Technology - How 40 Companies Made It BIG – Online Growth Hacker Marketing Strategy

by Robert Peters  · 18 May 2014  · 125pp  · 28,222 words

Foreword Chapter 1 - Meet the Growth Hacker The Growth Hacking Mindset Lessons Learned from Hotmail Growth is the Focus Fill a Need, No Matter What Match Making with Early Adopters It Takes a Tribe

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Goodreads Waze GrubHub Quora Mixpanel TaskRabbit Amazon RelayRides LivingSocial Sidecar Mashable 99designs Tumblr Ingenious Growth Hacks Learning to Growth Hack Afterword Marketing Terminology Used in Growth Hacking Relevant Books, and Articles Suggestions / Reviews Growth Hacking Techniques, Disruptive Technology - How 40 Companies Made It BIG – Online Growth Hacker Marketing Strategy. Robert Peters Copyright and Trademarks All rights reserved. No part

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control of the thing, it shimmies out of your grasp. The term “growth hacking” has only been around since 2010 and is credited to an article by Sean Ellis on the blog Startup Marketing (startup-marketing.com) entitled, “Find a Growth Hacker for Your Startup.” Ellis begins the post by saying, “Once startups

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made).” Since Ellis’ post, many writers and industry pundits have run with the term “growth hacker” and made it as magically elusive and sometimes as questionably valid as the Reagan era “voodoo economics.” Here’s how I see growth hacking . . . and you don’t need a cauldron and a spell book to make

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chapter of this book, I try to introduce you to the figure of a growth hacker and invite you into his mindset. As you read through the text, including the profiles of 40 companies that have successfully used growth hacking techniques, you’ll come to understand the importance of that one fundamental quality

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a growth mindset. The growth hackers at the companies I discuss expected their efforts to grow from day one, they wanted that

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and tablets regardless of location. These examples are only samples of the strategies employed by some of the most successful growth hackers of our time who understand that the first principle of growth hacking is that markets change and successful marketers change with them. In fact, everything about web access and use has

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model of the master and the apprentice is much more applicable. There really is something of the Jedi knight in the successful growth hacker. You can learn all kinds of techniques from stories about growth hacks that worked. The bulk of this text is about doing that very thing, profiling companies and their

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API. Not all growth hacks fall into such maverick territory, but they do show that there’s still something of a frontier element to the online world and still plenty of opportunity for innovative start-ups to enter the fray and make it big. Chapter 1 - Meet the Growth Hacker The question I

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encounter more than any other with people who are new to this topic isn’t, “How do I growth hack?” A surprising number of people are still at, “What the heck is growth hacking?” Since growth hacking is as much an art as a skill

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, you’re right to ask both questions in the beginning of your understanding of this exciting new approach to marketing. A “growth hacker” is a hybrid beast, a skilled mix of a

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a new “standard” business model. In the process, he’s making every definition of “marketing” you ever learned completely irrelevant. The Growth Hacking Mindset At the very least, growth hackers are rewriting the standard “best practices” of marketing. Many are doing so from the coding perspective of the genius geeks who built the

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your customers are happy and using your service or buying your product, you are a success. How Do I Learn to be a Growth Hacker? As I said earlier, growth hacking is as much an art as a science. The tools to grow one product or service won’t necessarily work for another.

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ways to become a growth hacker is to study at the feet of masters. To that end, I’m devoting the remainder of this book to profiling some of the most impressive (if not always the best known) examples of how products and services have benefited from innovative growth hacking techniques. “But wait,”

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a social networking site for business professionals that was founded in 2002 and launched in 2003. In 2008, there were about 13 million users before growth hacking strategies employed by Elliot Schmukler caused the California-based platform to explode. Currently, LinkedIn has 259 million members in 200 countries speaking 20 languages.

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sales include personal conversations that might be a simple thank you, or questions regarding customization of an order, like ring sizing or similar details. The growth hacking “walk-aways” from Etsy are incredibly simple, but also incredibly effective. The company has excellent leadership that looked to culture and product over quarterly

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of 2013. The site has excellent “stickiness,” with an average visit lasting more than 15 minutes. Maintaining and growing user engagement is fundamental to growth hacking, and Reddit does an exceptionally good job in this area. People stay because they’re interested, which further enhances the Reddit reputation and generates spontaneous

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many visitors to Reddit in August 2012, many parts of the site crashed. Built on a simple growth hack — make the site look active and popular — Reddit is now considered something of a growth hacker’s paradise. Using subreddits to test product fit and to judge the size of a market has become

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are included, from whole house to rooms and even some private islands! The service’s success was largely dependent on a brilliant albeit questionably ethical growth hacking strategy involving Craigslist. Before they were shut down, Airbnb had an option for users to cross post their available accommodation listings to Craigslist, which

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creating sufficient confidence in the site’s security that its users would enter sensitive financial details into the interface with confidence. Much of Mint’s growth hacking focus was geared toward addressing this primary concern. First, the Mint staff became experts in online finance, researching not only the competition, but also

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research with ongoing testing in place to keep the company poised for a course direction to meet user needs. RelayRides has used basic but powerful growth hacking strategies and is reaping the rewards. LivingSocial LivingSocial launched in 2007 at roughly the same time Facebook got started. Founders Tim O’Shaughnessy, Aaron

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to understand from the beginning that there is no one way to achieve company growth. In fact, the very nature of growth hacking pushes against complacency and formulaic approaches. No growth hacker should ever see their role in a company as static, nor should they look for growth that follows a single curve.

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. Merged into one upward pattern, these two types of growth represent true and building momentum. Art, Not Science Remember, growth hacking is more art than science and demands that the growth hacker have the ability to constantly adapt to an organization’s changing needs. People who like routine or who are wedded to

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you can find a way to automate that?” The two types can be very powerful partners since coders tend to become growth hackers the longer they are a part of a growth hacking team. By nature their minds are analytical and trend toward problem solving. Most programmers have, at one time or another,

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chafed under the constraints of the limited imagination of management. Growth hacking is about testing, measuring, and trying out new concepts. Creative people thrive in that environment and although they may not consider themselves growth hackers in the beginning, they are often the very ones to say, “Hey, what

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user behavior and articulated needs. This is the matter of “product / market fit” and it’s EVERYTHING. While you’re working your own growth hacking strategies, immerse yourself in what other growth hackers are doing. Read case studies like those I have included in this text. Get ideas from idea people. The specific

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growth hack may not apply to your product or your business model, but it might inspire you to do something similar — or even NOT to do something. Growth Hacking Reference Sources

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There are a plethora of online resources on growth hacking to broaden your understanding and learn from the “masters.” Here are some of my favorites to get you started: “What is ‘Growth Hacking’ Really?” by Josh Elan at medium.com/what-i-learned-building/f445b04cbd20 “Defining A Growth Hacker: Three Common Characteristics” at techcrunch.com/

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2012/09/02/defining-a-growth-hacker-three-common-characteristics/ “The Definitive Guide to Growth Hacking” at www.quicksprout.com/2013/08/26/the-definitive-guide-to-growth-hacking/ “Defining A Growth Hacker: Debunking The 6 Most Common Myths About Growth Hacking” at techcrunch.com/2012/12/08/defining-a-growth-hacker-6-myths-about-growth-hackers

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/ “Defining A Growth Hacker: Building Growth into Your

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Team” at techcrunch.com/2012/10/21/defining-a-growth-hacker-building-growth-into-your-team/ “How

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to Hire a Growth Hacker” at www.aginnt.com/post/64205739421/how-to-hire-a-growth-hacker#.U2_ZiK1dXR1

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30/what-is-a-growth-hacker-does-your-startup-need-a-growth-team/ Like all things online, these links can go away thanks to the changing nature of the web, but the links were all good at the time of this writing in mid-2014. Growth Hacking Itself Will Evolve Growth hacking is itself an

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: Thoughts on the Future of Marketing” that seem to further support the notion I raised in the foreword that defining growth hacking is like nailing Jell-o to a tree. Growth hackers have a common attitude, internal investigation process, and mentality unique among technologist and marketers. This mindset of data, creativity, and curiosity

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parameters of a scalable and repeatable method for growth, drive by product and inspired by data. A growth hacker lives at the intersection of data, product, and marketing. — Aaron Ginn, Head of Grown, StumbleUpon Growth hacking has a subtle message of “what have you done for me today?” You never stop as a

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growth hacker. Facebook still has a growth team and they have a billion users. - Blake Commagere, Founder of MediaSpike “Growth hacking” is a recognition that when you focus on understanding your users and how they discover and

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Martell, Founder of Clarity A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable. Their tools are emails, pay-per-click ads, blogs, and platform APIs instead of commercials, publicity, and money. Growth hacking tends to be more “

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experience” focused. This includes driving engagement and sharing within a product or spreading a product experience across networks. Effective growth hackers are relentless about running creative experiments and optimizing the components of the experiment until

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finding something that works. - Sean Ellis, CEO of Qualaroo Perhaps my favorite however is by David Ogilvy, known as “the father of advertising.” It speaks to both the serious detail orientation of growth hacking and the

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relentless curiosity and urge to optimize that goes with it: “I prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles.” Growth hackers are all these things — and whatever else they

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ball is caught and the ref’s arms are up in the air? He’ll do that, too. Marketing Terminology Used in Growth Hacking The more you read about growth hacking, there are many marketing terms you will encounter. While this is not a definitive glossary, these are some of the terms you

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“virality.” Relevant Books, and Articles http://www.GrowthHacking.Me – Receive FREE Growth hacking videos and latest news. Blaut, Jacek. “21 User Acquisition Growth Hacks You Need to Know.” growthhackingpro.com/21-user-acquisition-growth-hacks/ Casanova, Jose. Growth Hacking: A How To Guide on Becoming a Growth Hacker. White Owl Publishing, 2013. Chen, Andrew. The Viral Startup: A Guide

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.blossom.io/growth-engineering) Vilner, Yoav. “Growth Jacking 101: Read This to Become a Magician.” www.ranky.co/growth-hacking-101-read-become-magician/ Yongfook, Jon. “21 Actionable Growth Hacking Tactics.” yongfook.com/actionable-growth-hacking-tactics.html Suggestions / Reviews I really hope you liked the book and found it useful. Please would you be

Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising

by Ryan Holiday  · 2 Sep 2013  · 52pp  · 14,333 words

Contents Author Bio Also by Ryan Holiday Title Page Copyright Page Epigraph GROWTH HACKER MARKETING An Introduction to Growth Hacking STEP 1 It Begins with Product Market Fit STEP 2 Finding Your Growth Hack STEP 3 Turn 1 into 2 and 2 into 4—Going Viral STEP 4 Close the Loop: Retention and Optimization My Conversion:

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Putting the Lessons into Practice Special Bonus Becoming a Growth Hacker: The Next Steps Endnotes PORTFOLIO / PENGUIN GROWTH HACKER MARKETING Ryan Holiday is a media

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Company. He currently lives in New Orleans. Visit RyanHoliday.net. Also by RYAN HOLIDAY Trust Me, I’m Lying: Confessions of a Media Manipulator GROWTH HACKER MARKETING A Primer on the Future of PR, Marketing, and Advertising Ryan Holiday A PENGUIN SPECIAL PORTFOLIO / PENGUIN Published by the Penguin Group Penguin Group

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I prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. —David Ogilvy An Introduction to Growth Hacking Nearly a year and a half ago, on what seemed like a normal day, I got in my car to leave my house, assuming it

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more with less. For marketers and entrepreneurs, that paradox is practically our job description. Well, in this book, we’re going to look at how growth hackers have helped companies like Dropbox, Mailbox, Twitter, Facebook, Evernote, Instagram, Mint, AppSumo, and StumbleUpon do and did so much with essentially nothing. What stunned

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agency—responsible for their success because there wasn’t one. Growth hacking had made “marketing” irrelevant or at least completely rewritten its best practices. Whether you’re currently a marketing executive or a college grad about to enter the field—the first growth hackers have pioneered a new way. Some of their strategies

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of this book follow that structure. But first, let’s make a clean break between the old and the new. What Is Growth Hacking? The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself. —Aaron Ginn There’s no business like show business.

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, test, iterate, and improve marketing to the point where these enormous gambles are not only unnecessary, but insanely counterproductive.” That person was the first growth hacker. A New Way If that old system is an outgrowth of one hundred years of marketing precedent—designed to fit the needs of twentieth-century

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e-mail to everyone on the Internet? Draper suggested. That was an equally old mind-set—spam doesn’t work. Then Draper happened accidentally on growth hacking. “Could you,” he asked, “put a message at the bottom of everybody’s screen?” “Oh, come on, we don’t want to do that!”

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tech bubble, let me remind you that a few years later, Google launched Gmail—now the dominant free e-mail service—with essentially the same growth hacking strategies. First Google built a superior product. Then it built excitement by making it invite only. And by steadily increasing the number of invites

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. You see them on the pages of TechCrunch, Fast Company, Mashable, Entrepreneur, and countless other publications. LinkedIn and Hacker News abound with job postings: Growth Hacker Needed. Their job isn’t to “do” marketing as I had always known it; it’s to grow companies really fast—to take something from

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-click ads, blogs, and platform APIs instead of commercials, publicity, and money. While their marketing brethren chase vague notions like “branding” and “mind share,” growth hackers relentlessly pursue users and growth—and when they do it right, those users beget more users, who beget more users. They are the inventors, operators

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good, and marketers are seeing for the first time that their marketing strategies are “often flawed and their spending is inefficient.”4 Noah Kagan, a growth hacker at Facebook and personal finance service Mint (which sold to Intuit for nearly $200 million) and the daily deal site AppSumo (which has more

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about the same thing—who your customers are and where they are.”5 What growth hackers do is focus on the “who” and “where” more scientifically, in a more measurable way. Whereas marketing was once brand based, with growth hacking it becomes metric and ROI driven. Suddenly, finding customers and getting attention for

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your product become no longer a guessing game. But this is more than just marketing with better metrics. Growth hackers trace their roots back to programmers—and that’s

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or a new app, the thinking is the same: how do you get, maintain, and multiply attention in a scalable and efficient way? Thankfully, growth hacking isn’t some proprietary technical process shrouded in secrecy. In fact, it has grown and developed in the course of very public conversations. There are

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no trade secrets to guard. Aaron Ginn, the growth hacker tasked with rapidly updating the technology behind Mitt Romney’s presidential campaign and now director of growth at StumbleUpon, put it best: growth hacking is more of a mind-set than a tool kit. The good news: it

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’re just starting out in marketing, it means you’ve been spared the baggage of the old guard.) Growth hacking is not a 1-2-3 sequence, but instead a fluid process. Growth hacking at its core means putting aside the notion that marketing is a self-contained act that begins toward the

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that. I am compressing everything I’ve learned in the last two years studying, researching, and interviewing the world’s best growth hackers. I want to show you the growth hacker’s way and why it is the future. How it’s infiltrating the next generation of companies; how it’s reshaping marketing

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then we wondered why our strategies failed—and why those failures were so expensive. What attracted me to growth hacking from the very start was that it rejects this obviously flawed approach completely. Growth hackers believe that products—even whole businesses and business models—can and should be changed until they are primed

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the team to focus on exactly what its potential new product is and what’s special about it. Someone with a mind that bends toward growth hacking put this policy into place, I guarantee it. No longer content to let the development happen as it happens, we can influence it with

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input, with rules and guidelines, and with feedback. The growth hacker helps with iterations, advises, and analyzes every facet of the business. In other words, Product Market Fit is a feeling backed with data and information

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topics other influential bloggers are riding and find ways of addressing them in their book. The latter achieves PMF; the former never does. One is growth hacking; the other, simply guessing. One is easy for me to market. The other is often a lost cause. One needs only a small shove

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and shop for your products. —Brian Halligan, founder of Hubspot With growth hacking, we begin by testing until we can be confident we have a product worth marketing. Only then do we chase the big bang that kick

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blowout grand opening, but a strategic opening or a stunt that catches the attention of our core audience. So, yes, like the old model, growth hacking still requires pulling your customers in. Except you seek to do it in a cheap, effective, and usually unique and new way. Whereas all traditional

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trending Twitter topic. They try to go everywhere and end up going nowhere. What’s the point? Most of those people never become your customers. Growth hackers resist this temptation (or, more appropriately, this delusion). They opt, deliberately, to attract only the early adopters who make or break new tech services

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If handing out flyers on the street corner accomplishes that, then consider it growth hacking. Let’s Get Technical The movie marketing paradigm says throw an expensive premiere and hope that translates into ticket sales come opening weekend. A growth hacker says it’s 2013 and we can be a lot more technical about

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real and which is simply an idea? And when you get that right—a brand will come naturally. As Sean Ellis, one of the first growth hackers—he coined the term with Patrick Vlaskovits—puts it: “Focusing on customer acquisition over ‘awareness’ takes discipline. . . . At a certain scale, awareness/brand building

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customers a 150 megabyte storage bonus if they linked their Dropbox account to their Facebook or Twitter account. Think of Hotmail, whose early attempts at growth hacking we looked at earlier. It turned every e-mail its users sent into a pitch to new customers. Think of Apple and BlackBerry, which

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buying product placement on national television or by paying a celebrity to be associated with your product. Instead, a growth hacker will look for ways to get this social currency for free. Growth Hacking Your Virality Dropbox’s founders, after pulling in their first set of users with their awesome demo video and

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that makes you forget everything you’ve heard, clear the table, and do a factual study like a scientist would. —Steve Wozniak If the growth hacking process begins with something I would have previously considered to be outside the marketer’s domain (product development), then I suppose it is only natural

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is 60–70 percent, while to a new prospect it’s just 5–20 percent.18 Bronson Taylor, host of Growth Hacker TV, puts it in a phrase: “Retention trumps acquisition.”19 Growth hacking is about maximizing ROI—about expending our energies and efforts where they will be most effective. Well, the facts are

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—than chasing some new person who doesn’t really care. And of course, the logic here should sound familiar. It goes way back to before growth hacking. It’s an eternal truth of the human experience. A bird in the hand, remember, is worth two in the bush. My Conversion: Putting

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beyond the sales transaction. And we can do this in a way that drives creative profitability.” —Matt Mason, VP of Marketing, BitTorrent My fascination with growth hacking began with a wake-up call. I read Andrew Chen’s article and it pierced the bubble I was living in. My job—in fact

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sold more than sixty thousand physical copies in its first week. It was an astounding success. From my reading and interviews, I had seen that growth hacking could be powerful. Seeing it in action was something else entirely. Here are some of the things we did. Product Market Fit Instead of

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A book is “done” in the way that an app or a website needn’t be. But even so, the optimization and retention approach of growth hacking was influential in this launch. In most launches I’ve been a part of, the mind-set is simple: get as much publicity and attention

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model makes being wrong incredibly expensive. Who can afford to learn that the product isn’t resonating after they’ve spent months planning a campaign? Growth hacking fundamentally reduces the costs of being wrong, giving us freedom to experiment and try new things. We’re no longer going to tolerate being

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celebrity endorsements does. But the difference is that those things don’t guarantee success anymore. And they cost fifty to a hundred times more. Growth hacking really is a mind-set rather than a tool kit. And if you leave this book with one thing, it should be that mind-set

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get free publicity and press. As a bonus I’ll give you a redemption code for two free months’ membership to Growth Hacker TV (a $58 value). Becoming a Growth Hacker: The Next Steps This book was designed to be an introduction—to convey to you a mind-set and a new approach

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www.aginnt.com Josh Elman https://medium.com/@joshelman Or just follow most of these guys as they answer questions at: http://www.quora.com/Growth-Hacking Books: The Lean Startup by Eric Ries The Lean Entrepreneur by Brant Cooper and Patrick Vlaskovits Founders at Work by Jessica Livingston Viral Loop

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hour course I made with creativeLIVE on marketing, attention, and free publicity) http://www.slideshare.net/mattangriffel/growth-hacking http://quibb.com/links/growth-hackers-conference-all-the-lessons-from-every-presentation http://www.slideshare.net/yongfook/growth-hacking-101-your-first-500000-users http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587 https://www

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.growthhacker.tv http://www.slideshare.net/yongfook/actionable-growth-hacking-tactics https://generalassemb.ly/education/user-acquisition-growth-hacking-for-startups https://www.udemy.com/growth-hacking

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-lean-marketing-for-startups http://www.slideshare.net/vlaskovits/growthhacker-live-preso-by-patrick-vlaskovits-pv http://www.slideshare.net/timhomuth/think-like-a-growth-hacker http://www.fourhourworkweek.com/blog/2011

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03/11/130311fa_fact_macfarquhar?currentPage=all) 10 Interview with author, May 24, 2013. 11 http://andrewchen.co/2012/04/27/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study. 12 http://www.startup-marketing.com/awareness-building-is-a-waste-of-startup-resources/. 13 Jonah Berger, Contagious (New York:

Gilded Rage: Elon Musk and the Radicalization of Silicon Valley

by Jacob Silverman  · 9 Oct 2025  · 312pp  · 103,645 words

of Western civilization. As a political operator, Musk deployed the tech modus operandi of move-fast-and-break-things—including, perhaps, campaign finance law—a growth-hacking mentality in which cutting corners was fine as long as it quickly scaled the product. For a time, it sounded like Musk’s shambolic but

The Seventh Sense: Power, Fortune, and Survival in the Age of Networks

by Joshua Cooper Ramo  · 16 May 2016  · 326pp  · 103,170 words

with less than fifty engineers on staff. Facebook passed a billion connected people and faced no real competition. How? “Seven friends in ten days,” Facebook growth hackers repeated like a mantra in their early years. If you or I joined the service and found seven friends in ten days, we would most

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.pdf, 24. “seven friends in ten days”: Chamath Palihapitiya, “How We Put Facebook on the Path to 1 Billion Users” (lecture for the Udemy course “Growth Hacking: An Introduction,” published January 9, 2013, and available at https://www.youtube.com/watch?v=raIUQP71SBU). Pretty soon: Eman Yasser Daraghmi and Shyan-Ming Yuan

Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

by Sean Ellis and Morgan Brown  · 24 Apr 2017  · 344pp  · 96,020 words

TEAMS CHAPTER TWO: DETERMINING IF YOUR PRODUCT IS MUST-HAVE CHAPTER THREE: IDENTIFYING YOUR GROWTH LEVERS CHAPTER FOUR: TESTING AT HIGH TEMPO PART II : THE GROWTH HACKING PLAYBOOK CHAPTER FIVE: HACKING ACQUISITION CHAPTER SIX: HACKING ACTIVATION CHAPTER SEVEN: HACKING RETENTION CHAPTER EIGHT: HACKING MONETIZATION CHAPTER NINE: A VIRTUOUS GROWTH CYCLE ACKNOWLEDGMENTS

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was the emergence of a rigorous approach to fueling rapid market growth through high-speed, cross-functional experimentation, for which I soon coined the term growth hacking. After the success of my growth strategy at LogMeIn, I decided to focus on helping early stage companies accelerate their growth through experimentation. So

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Facebook employees who moved to new start-ups, including Quora, Uber, Asana, and Twitter, bringing these methods with them. And while I was implementing growth hacking with great success at two more start-ups—Eventbrite and Lookout—a number of other companies including LinkedIn, Airbnb, and Yelp, were adopting similar experiment

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down the traditional business silos and assembling cross-functional, collaborative teams that bring together staff with expertise in analytics, engineering, product management, and marketing, growth hacking allows companies to efficiently marry powerful data analysis and technical know-how with marketing savvy, to quickly devise more promising ways to fuel growth. By

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rapidly testing promising ideas and evaluating them according to objective metrics, growth hacking facilitates much quicker discovery of which ideas are valuable and which should be dismissed. It is the solution to the misplaced, often quite stubborn,

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or marketing approaches that don’t work, replacing wasteful, outdated, and unproven approaches with market-tested and data-driven alternatives. WHO CAN BECOME A GROWTH HACKER? Growth hacking is not just a tool for marketers. It can be applied to new product innovation and to the continuous improvement of products as well as

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similar approach in agile software development or the Lean Startup methodology. What those two approaches have done for new business models and product development, respectively, growth hacking does for customer acquisition, retention, and revenue growth. Building on these methods was natural for Sean and other start-up teams, because the companies

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continuous cycle of improvement and the rapid iterative approach of both methods and applied them to customer and revenue growth. In the process, the growth hacking method broke down the traditional walls between marketing and engineering in order to discover novel methods of marketing that are built into the product itself

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and • the rapid generation and testing of ideas, and the use of rigorous metrics to evaluate—and then act on—those results. Yet despite growth hacking’s proven effectiveness, growing ubiquity, and the ease with which it can be applied and adopted in almost any field or industry, no definitive, authoritative

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decided to write the definitive guide, one that marketers, managers, project developers, founders, and innovators at businesses of all stripes can follow to put growth hacking to work within their teams or companies. Along the way we share insights into the process from Sean’s experiences at Dropbox, Uproar, LogMeIn, and

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Evernote, LinkedIn, Yelp, Pinterest, HubSpot, Stripe, Etsy, BitTorrent, and Upworthy, and draw on the interviews we have conducted with the leaders who are bringing growth hacking to a number of the largest established firms, including Walmart, IBM, and Microsoft. We synthesize our own experiences with the wisdom of all of these

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-established business processes for developing and launching products, institutionalizing continuous market testing, and systematically responding to the demands of the market in real time, growth hacking makes companies much more fleet-footed. It enables them to seize new opportunities and correct for problems—fast. This gives those who adopt the method

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(like page views), or have such internal fragmentation that the most powerful growth ideas and opportunities are missed because dots can’t be connected. Growth hacking provides a method for more effectively tapping into data, and using it to extract specific, relevant, real-time insights into user behavior that can

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would allow all teams, from engineering, to merchandising, to marketing, and even external agencies and suppliers, to capitalize on the data generated and collected. Growth hacking cultivates the maximization of big data through collaboration and information sharing. Monahan highlighted the business need this approach solves: “You need marketers who can appreciate

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CEOs agreed with the statement that marketers “are always asking for money but can rarely explain how much incremental business this money will generate.”25 Growth hacking empowers companies to achieve breakout growth without pouring money into outdated and horribly expensive marketing campaigns of questionable business value. Devising features that get

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team at Dropbox, continue to work furiously every day on generating, testing, and refining ideas for new growth hacks. Second, many companies believe they can simply hire a single Lone Ranger to be the growth hacker, who will swoop in with a bag of magic tricks to bring growth to their business. This,

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too, is badly misguided. Throughout the book we show that, in reality, growth hacking is a team effort, that the greatest successes come from

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combining programming know-how with expertise in data analytics and strong marketing experience, and very few individuals are proficient in all of these skills. Growth hacking is also too often thought to be all about devising clever work-arounds that break the rules of existing websites and social platforms. But despite

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Facebook headquarters, 1 Hacker Way—meaning creative, collaborative idea generation and problem solving to thorny challenges that are the essential characteristics of growth hacking. One final misconception must be addressed. Growth hacking is often characterized as being specifically about bringing in new users or customers. But in fact, growth teams are, and should

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problems for start-ups and established firms alike and consequently represent some of the best immediate opportunities for growth. Then there is the misconception that growth hacking is all about marketing. As we mentioned earlier, growth teams should also be involved in new product development, to analyze whether or not a

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com community. Businesses of all shapes and sizes, in every industry and all around the globe, are struggling mightily to find ways to grow. Growth hacking provides a rigorous methodology for driving the discovery of opportunities through collaboration across functions and at a rapid-fire pace. It insists upon data-driven

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course of this book, businesses of all kinds can implement these strategies, whether they start small or decide to incorporate the method company-wide. Growth hacking is a new fundamental business methodology that all companies, and every founder, every corporate team leader, and every department head and CEO who wishes

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realized, often the best ideas come from this type of cross-functional collaboration, which, again, is why it’s a fundamental feature of the growth hacking process. SILOS BREACHED AT LAST Buoyed by the successes they were seeing, everyone on the BitTorrent mobile team eagerly began brainstorming about more hacks to

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an open and collaborative one in which everyone, from marketers, to data analysts, to engineers and executives, was aligned around the fast-paced, collaborative growth hacking process. Annabell fondly recalls how faith in the growth process rippled out across the organization, describing how “two of my favorite moments were seeing our

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drive growth. Recall that at BitTorrent, the engineers were invaluable in recommending the development of the lucrative battery saver feature. The very essence of growth hacking is the hacker spirit that emerged out of software development and design of solving problems with novel engineering approaches. Growth teams simply don’t work

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process, and Morgan plays a contributing and guiding role. THE HOW Once you’ve chosen your team members, what, exactly, should they do? The growth hacking process provides a specific set of activities that growth teams should undertake to find new, and amplify existing, growth opportunities through rapid experimentation to find

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to try next. The standing meeting practice, which is a well-established part of the agile software development method, can be easily adapted for growth hacking. Much like in agile software development, where the team uses sprint planning meetings to organize their upcoming work, growth meetings allow the growth team

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and consultants often lack the organizational authority, time, or intrinsic motivation to get the hard work done that results in sustainable growth. A GROWTH HACK TO START GROWTH HACKING Implementing the growth hacking process can seem daunting. Creating a cross-functional team can be tricky, as managers of groups may push back about rededicating the time

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use. A/B testing should also go far beyond the language and design of landing pages and marketing promotions. Remember that a core tenet of growth hacking is experimentation all through the customer experience funnel: not just customer awareness and acquisition but also activation, retention, revenue, and referral. At Inman News

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for making sure a growth team operates as a well-trained, finely tuned, fast-tempo experimenting machine, which we’ll introduce in this chapter. THE GROWTH HACKING CYCLE Recall that the stages of the process are: data analysis and insight gathering, idea generation, experiment prioritization, running the experiments, and then returning

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particular business, but because there are so many different channels to choose from now, and new ones emerging all the time. Experimenting through the growth hacking process allows you to discover your optimal channel or two relatively quickly, ideally before your competition does. NARROWING THE FIELD There are two phases in

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. But first, it’s important to take a good look at the subject of viral user acquisition, which has become closely associated with the growth hacking process. Sometimes growth hacking has even been described, mistakenly, as being all about creating “viral loops” for bringing in users, meaning mechanisms such as referral programs. Such

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particular that have proven quite successful: questionnaires and gamifying the new user experience. THE ART OF THE QUESTIONNAIRE Neil Patel, a leading expert in growth hacking, has highlighted the effectiveness of asking users a set of questions as you greet them. These should be questions that are clearly asked in the

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Now, speaking of building relationships with your customers, let’s move farther through the user experience to examine how growth teams have used the growth hacking process to achieve great successes in retention. Legendary business expert Peter Drucker famously wrote many years ago that the purpose of business is to create

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landing pages of several other features. RESURRECTING “ZOMBIE” CUSTOMERS Winning back users who’ve abandoned a product is called resurrection in growth circles. The growth hacking process can again help you discover experiments to run to win back “zombie customers” who have disappeared off your radar. The first thing to do

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should start with the same fundamental diagnostic process to generate ideas for experiments to try for boosting earnings. MAP YOUR MONETIZATION FUNNEL As with all growth hacking efforts, the first step is to perform data analysis that will help you home in on the highest-potential experiments. When it comes to

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afford to leave any potential customers up for grabs by competitors. This is why newly hatched start-ups and market-leading powerhouses alike are instituting growth hacking. Growth teams help to keep companies on their toes, constantly on the lookout for changes in customer behavior and experimenting with new ideas for

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human. They too can become complacent and distracted from the growth mission, or blindsided by market forces and disruptive technologies. But the high-tempo growth hacking process enables them to make effective course corrections at optimal speed. This chapter will introduce some of the common pitfalls that can stop growth teams

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improved our position in Google search results for key terms. Teams can seek such cross-fertilization of ideas in many ways. Ankur Patel, principal growth hacking lead at Microsoft, regularly brings together product managers, engineers, and designers from different teams at Microsoft to share new thinking and insights to spur

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-full-company-growth-culture. 17. John Egan, “The 27 Metrics in Pinterest’s Internal Growth Dashboard,” John Egan blog, January 22, 2015, jwegan.com/growth-hacking/27-metrics-pinterests-internal-growth-dashboard/. 18. Avinash Kaushik, “The Difference Between Web Reporting and Web Analysis,” Occam’s Razor (Avinash Kaushik’s blog) (

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andrewchen.co/why-people-are-turning-off-push/. 15. John Egan, “Long-Term Impact of Badging,” John Egan blog, February 13, 2015, jwegan.com/growth-hacking/long-term-impact-badging/. 16. Adam Marchick and Thue Madsen, “How to Craft Push Notifications That Users Actually Want to Receive,” Kissmetrics blog, 2016, grow

Zucked: Waking Up to the Facebook Catastrophe

by Roger McNamee  · 1 Jan 2019  · 382pp  · 105,819 words

’s culture matched its advertising challenge perfectly. A company that prided itself on its software hacking roots perfected a new model to monetize its success. Growth hacking applies the intensely focused, iterative model of software hacking to the problem of increasing user count, time on site, and revenue. It works only when

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has a successful product and a form of monetization that can benefit from tinkering, but for the right kind of company, growth hacking can be transformational. Obsessive focus on metrics is a central feature of growth hacking, so it really matters that you pick the correct metrics. From late 2012 to 2017, Facebook perfected

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growth hacking. The company experimented constantly with algorithms, new data types, and small changes in design, measuring everything. Every action a user took gave Facebook a better

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make tiny improvements in the “user experience” every day, which is to say they got better at manipulating the attention of users. The goal of growth hacking is to generate more revenue and profits, and at Facebook those metrics blocked out all other considerations. In the world of

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are a metric, not people. It is unlikely that civic responsibility ever came up in Facebook’s internal conversations about growth hacking. Once the company started applying user data from outside the platform, there was no turning back. The data from outside Facebook transformed targeting inside Facebook.

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the larger the Custom Audience, the better the Lookalike will be. Facebook recommends using a Custom Audience between one thousand and fifty thousand. Thanks to growth hacking, Facebook made continuous improvements in its advertising tools, as well as growing its audience, increasing time on site, and gathering astonishing amounts of data. Progress

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that Silicon Valley paid no attention. In companies like Facebook and Google, Fogg’s disciples often work in what is called the Growth group, the growth hackers charged with increasing the number of users, time on site, and engagement with ads. They have been very successful. When we humans interact with internet

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, 166, 167 words associated with, 231 YouTube and, 104, 139, 253, 261 Graham, Don, 58 grassroots campaigns, 64 Grateful Dead, 20, 22, 28, 74, 167 growth hacking, 76, 84 Guardian, 78, 129, 178–81, 183, 185–86, 190, 192, 196–98, 210 Guff, 22 guns, 115, 123 Hamilton 68, 121–22 harassment

The Upstarts: How Uber, Airbnb, and the Killer Companies of the New Silicon Valley Are Changing the World

by Brad Stone  · 30 Jan 2017  · 373pp  · 112,822 words

Years of Airbnb CHAPTER 2: JAM SESSIONS The Early Years of Uber CHAPTER 3: THE NONSTARTERS SeamlessWeb, Taxi Magic, Cabulous, Couchsurfing, Zimride CHAPTER 4: THE GROWTH HACKER How Airbnb Took Off CHAPTER 5: BLOOD, SWEAT, AND RAMEN How Uber Conquered San Francisco PART II: EMPIRE BUILDING CHAPTER 6: THE WARTIME CEO Airbnb

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service as Zimride Instant, then changed the name to something a little catchier: Lyft. But now we’re getting ahead of ourselves. CHAPTER 4 THE GROWTH HACKER How Airbnb Took Off Son, no one from the internet is going to pay you a thousand dollars. —Paul Blecharczyk to his son Nathan Greg

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many rules.” When Nathan Blecharczyk graduated from college, he was not just a skilled programmer but the embodiment of a new Silicon Valley hero: the growth hacker. Growth hackers use their engineering chops to find clever, often controversial ways to improve the popularity of their products and services. Blecharczyk, it turned out, was an

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. “It was a kind of a novel approach,” Blecharczyk says. “No other site had that slick an integration. It was quite successful for us.” Other growth hackers noticed this and applauded it as a sophisticated technical achievement. Craigslist has different versions of its site in hundreds of cities, each with different web

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and deeply into the product, and is one of the most impressive ad-hoc integrations I’ve seen in years,” wrote Andrew Chen, a fellow growth hacker who would later work at Uber, in an admiring blog post. “Certainly a traditional marketer would not have come up with this, or known it

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two college degrees in design and one in computer science among them. Behind the scenes, though, Airbnb was booming. The activities of Nate Blecharczyk, the growth hacker, had cranked the flywheel. Ample coverage in the media, thanks to Brian Chesky and Joe Gebbia’s charismatic recounting of the company’s history, turned

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-words-about-a-pink-mustache/. 5. “Cross-Country Carpool,” ABC News, July 29, 2008, http://abcnews.go.com/video/embed?id=5456748. Chapter 4: The Growth Hacker 1. Nathaniel Mott, “Watch Our PandoMonthly Interview with Airbnb’s Brian Chesky,” Pando, January 11, 2013, https://pando.com/2013/01/11/watch-our-pandomonthly

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?,” Gawker, May 31, 2011, http://gawker.com/5807189/did-airbnb-scam-its-way-to-1-billion. 10. Andrew Chen, “Growth Hacker Is the New VP Marketing,” http://andrewchen.co/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/. 11. “Airbnb Announces New Product Advancements and $7.2M in Series A Funding to Accelerate

Lean Analytics: Use Data to Build a Better Startup Faster

by Alistair Croll and Benjamin Yoskovitz  · 1 Mar 2013  · 567pp  · 122,311 words

nth customer, support costs, keyword costs Sean Ellis’s Startup Growth Pyramid Sean Ellis is a well-known entrepreneur and marketer. He coined the term growth hacker and has been heavily involved with a number of meteoric-growth startups, including Dropbox, Xobni, LogMeIn (IPO), and Uproar (IPO). His Startup Growth Pyramid, shown

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can instrument the viral loop you’ve built, see where it’s collapsing, and tweak it, edging your way toward that elusive coefficient of 1. Growth Hacking Most startups won’t survive on gradual growth alone. It’s just too slow. If you want to grow, you need an unfair advantage. You

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need to tweak the future. You need a hack. Growth hacking is an increasingly popular term for data-driven guerilla marketing. It relies on a deep understanding of how parts of the business are related, and

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tomorrow (e.g., suggesting people a user might know), assuming today’s metric is causing a change in tomorrow’s goal The key to the growth hacking process is the early metric, (which is also known as a leading indicator—something you know today that predicts tomorrow). While this seems relatively straightforward

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many of today’s break-out entrepreneurs drove their growth. Attacking the Leading Indicator Academia.edu founder Richard Price shared stories[66] from a recent Growth Hacking conference[67] at which several veterans of successful startups shared their leading indicators. Former Facebook growth-team leader Chamath Palihapitiya said a user would become

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a first visit to reddit causes enrollment, what could reddit do to increase the number of page views, and therefore increase enrollment? This is how growth hackers think. Recall from Chapter 2 what Circle of Friends founder Mike Greenfield did when he compared engaged to not-engaged users—and found out that

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who will respond best to a promotion and how discounts relate to purchase volume—and it’s made its loyal customers feel loved as well. Growth hacking combines many of the disciplines we’ve looked at in the book: finding a business model, identifying the most important metric for your current stage

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-to-grow/ar/1. [65] ProductPlanner was recently taken down. It used to live at http://productplanner.com. [66] http://www.richardprice.io/post/34652740246/growth-hacking-leading-indicators-of-engaged-users [67] http://growthhackersconference.com/ [68] http://www.reddit.com/about Chapter 18. Stage Four: Revenue At some point, you have

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sticky, can exacerbate issues with product quality, cash flow, and user satisfaction. It kills you just as you’re getting started. Sean Ellis notes that growth hackers are constantly testing and tweaking new ways of achieving growth, but that “during this process it is easy to lose sight of the big picture

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Rate, How Coradiant Found a Market Y Combinator accelerator, Growth Rate, Bottom Line Greenfield, Mike, Exploratory Versus Reporting Metrics, Engagement Funnel Changes, Correlation Predicts Tomorrow growth hacking, Ash Maurya’s Lean Canvas, Instrumenting the Viral Pattern guerilla marketing, data-driven, Instrumenting the Viral Pattern gut instinct, Finding a Problem to Fix (or

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Metric You Track depicted, The Lean Analytics Stages and Gates enterprise startups and, Stickiness: Standardization and Integration exercise for, A Summary of the Virality Stage growth hacking, Instrumenting the Viral Pattern instrumenting viral pattern, Timehop Experiments with Content Sharing to Achieve Virality intrapreneurs and, Stickiness: Know Your Real Minimum metrics for, Metrics

Company of One: Why Staying Small Is the Next Big Thing for Business

by Paul Jarvis  · 1 Jan 2019  · 258pp  · 74,942 words

media attention—none of these accomplishments are inherently wrong or bad. They just need to be balanced with meaningful, long-term strategies. A lot of “growth-hacking” (a Silicon Valley term for the kind of exponential growth that tech folks salivate over) employs pushy and even sometimes shady tactics to keep growing

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happiness. Kate’s superpower is being able to look at data and then apply it to the human experience. She’s noticed a pattern where growth-hacking companies focus on exponential user acquisition. They prioritize attracting customers, not determining the type of customers they want or the experience they want to give

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fact, the overall concept of this entire book is antithetical to that practice. Companies of one don’t growth-hack, because the true north of growth-hacking is, of course, growth. Growth to growth-hacking companies is the single metric used to gauge validity or success, and thinking of it as always beneficial (which, as we

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’ve learned from the countless stories and research studies reported in previous chapters, is untrue), they consider it not only useful but entirely necessary. Relationships for growth-hackers mostly revolve

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later. Glide has since dropped hundreds of spots in the social networking section of Apple’s app store. The Circle, another app that focused on growth-hacking, spam-blasted its customers’ contact lists in hopes of gaining faster growth. CEO Evan Reas later changed his view on

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growth-hacking after it repeatedly backfired for his company; he came to believe that a business should grow as the result of great customer experience, not just

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extolling the virtues of their products every week. No matter how often you ask, you won’t make any sales, and no conversion tactics or growth-hacking will help. Instead, you have to make deposits into your social capital account often and build up your balance well before you ask your audience

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is the antithesis of growth. Enough is the true north of building a company of one, and the opposite of the current paradigm promoting entrepreneurship, growth-hacking, and a startup culture. Growth, as we’ve seen from the studies and stories presented in this book, is not an unalterable law of business

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-is-going-viral-now-ranked-just-ahead-of-instagram-in-app-store/. 184 great customer experience: Sarah Perez, “When Growth Hacking Goes Bad,” TechCrunch, January 3, 2014, https://techcrunch.com/2014/01/03/when-growth-hacking-goes-bad/. 184path to failure, exponentially: Andy Johns, “What Does Andy Johns Think of Pinterest’s Rapid Growth

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structure, 30–31, 50 reasons for, 62–64 scalability, 124–34 social views of, 4–5 as solution, 9–10 sustainable levels of, 40–42 “growth-hacking,” 60, 183 Guilizzoni, Peldi, 69–70 Guillebeau, Chris, 189 H Haas, Marshall, 124–26 hackathons, 8, 133 Haines, Linda, 86 Hallman, Jonnie, 213 Hampton Creek

Mindf*ck: Cambridge Analytica and the Plot to Break America

by Christopher Wylie  · 8 Oct 2019

we are creatures that are subject to cognitive and emotional vulnerabilities. And tech has caught on to this with its research into “user experience,” “gamification,” “growth hacking,” and “engagement” by activating ludic loops and reinforcement schedules in the same way slot machines do. So far, this gamification has been contained to social

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