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how to build a growth hacking culture

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how to build a growth hacking culture

  1. 1. Designing forgrowthwith the power of ChuckNorris
  2. 2. A brief history Head of Growth @ Growth Hacker @ Organizer @ GROWTHATHON Member of Writer @#growthhackchi @aginnt
  3. 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. 4. Instilling a culture of growth101 guide to company culture
  5. 5. Growth comes from cultureCulture- the set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.#growthhackchi @aginnt
  6. 6. Primary goal Steepen the learning curve.#growthhackchi @aginnt
  7. 7. Growth = culture To grow most companies need a culture change. How easy is it to change culture?#growthhackchi @aginnt
  8. 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. 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. 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. 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. 12. Reality check Culture is how you live and work, not a presentation.#growthhackchi @aginnt
  13. 13. Who?To be a growth hacker or not to be? That isthe question.
  14. 14. Growth hackers are not growth teamsGrowth hacker Growth team#growthhackchi @aginnt
  15. 15. The differenceGrowth hacker Growth team• Broad skills • Specialized roles• ASAP • Process• Grey area • Focus on culture• Guerilla tactics • Black and white#growthhackchi @aginnt
  16. 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. 17. PrioritizationWhat should you focus on?
  18. 18. Your product cannot suck#growthhackchi @aginnt
  19. 19. Four areas of focus1. Acquisition2. Activation3. Engagement4. Virality#growthhackchi @aginnt
  20. 20. Four areas of focus1. Acquisition2. Activation3. Engagement4. Virality This will lead you down a dark path#growthhackchi @aginnt
  21. 21. Four areas of focus1. 2.3. 4. #growthhackchi @aginnt
  22. 22. Metaphysics of growth Get to the “magic moment” as fast as possible!#growthhackchi @aginnt
  23. 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. 24. Day-to-dayoperationalize growth
  25. 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. 26. Product• Follow a sprint schedule with a retro.• Varied risk of the growth bets each sprint.• Develop a method of resolving conflicts among team.• Deploy, don’t dither.• Adjust sprint iterations based on what you learn to keep momentum up.#growthhackchi @aginnt
  27. 27. Product (2)• A product manager’s 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. 28. Data• Develops user behavior models.• Keeps track of important metrics.• Explores new theories on user behavior.• Categorizes users and visitors.• Assures proper instrumentation and measurement.• Assures moving the metric.• Calls out lore.#growthhackchi @aginnt
  29. 29. Marketing• Create a sprint model for marketing.• Process • theory • test cheaply • results • iterate#growthhackchi @aginnt
  30. 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. 31. Avoid these pitfallsLearn from my mistakes
  32. 32. Not everyone should focus on growth#growthhackchi @aginnt
  33. 33. From hunch to metrics#growthhackchi @aginnt
  34. 34. AB test everything#growthhackchi @aginnt
  35. 35. Early results are not always conclusive#growthhackchi @aginnt
  36. 36. Don’t be afraid to be wrong#growthhackchi @aginnt
  37. 37. Time scope#growthhackchi @aginnt
  38. 38. Be patient#growthhackchi @aginnt
  39. 39. QuestionsBlog: aginnt.comTwitter: @aginntCall me on Clarity @aginnt