Growing corporates is hard! There are so many challenges the theory never teaches you about like internal stakeholder management, legacy or not enough resources. That is why we teach our team and clients the Growth Mindset 2.0. A growth mindset made for the reality of growing an organisation. Please note the raw data has been altered to protect the privacy of our clients.

1. Growth Mindset 2.0

2. Who am I?
Growth Hacker for 5 years now
Background in Finance & Marketing -> Growth
Hacking
Responsible for our consultancy team (15
growth hackers)
Manage several of our key accounts

3. Growth Mindset
Why this
is not enough
The 3 mindsets
to adopt
Implement the
Growth Mindset 2.0

4. What is your
mindset?

6. vs.
The growth mindset was meant
more for an individual

7. Organisational challenges.

8. Challenges to solve
Difficult to get tests live
Lots of time putting out fires
Internal conflict & lack of alignment
Not enough time for growth activities

9. What will help us
gain exponential
growth?

10. 200+ clients showed us
how certain mindsets
could make a difference.

11. Your mindset is within your
control
Circle of
Influence
Circle of
Concern

12. Introducing
Growth Mindset 2.0

13. What makes up the Growth Mindset 2.0?
Standard personal growth knowledge
Additional knowledge for a company to grow

14. 1. The Profiteer

15. Different metrics,
Different languages
Click Through Rates
Impressions
Unsubscribes
Video Views
Conversion Rate
Average position

16. Conversion
rate
increased
by 6.3%!

17. What does
that even
mean?!

18. The CFO pays your fee/
salary. (S)he only speaks
one language…

20. You need to translate growth activities into
Profit

21. This does not mean focus
or care only about profit.

22. But communicate and
calculate in terms of profit
more.

23. But isn’t focusing only on profit a bad thing?

24. How do you
speak &not
think “Profit?”

25. One day a colleague
asked me to do a Google
Ads Audit…

26. Google
Ads
Audit

27. Maybe we can quantify the impact of
optimising time of day?
…
01

28. Pivot
Table
Time

29. Oh it would only deliver €175 per month…
01

30. What am I doing?

31. 01But maybe overall it has a big impact?

32. What am I doing?!?!

33. Should this client
even focus on
optimising
Adwords?
01

34. Talk profit to me

35. Look first high level
at the profit
What is the potential of browser notifications?
02

36. 02Calculate the opt ins and opt outs per month

37. 02Figure out the profit it delivers

38. What about for a website?
Argument for testing & improving mobile experience
You can show them the value you could create by optimising Mobile / Tablet
03

39. Make profit always
visible
Custom Metrics / Calculated Metrics
Data Imports
Combine data in a dashboard
04

40. How to be a Profiteer
Talk in profit not CTR, conversions, etc
Calculate long term impact of experiments for client
Make profit always be visible
Start high level and break it down

41. 2. The Hustler

42. No I don't mean
Gary V. Style

43. No I don't mean
Gary V. Style

44. I used to puke at
the word Hustle
16 hour work days Burn out
Work more, not more effective

45. But what is Hustling
actually about?

46. Definition
To have the courage, confidence, self belief, and
self-determination to go out there and work it out
until you find the opportunities you want in life.
Source: Urban Dictionary

48. Focus on the 20% that drives 80%
of the value. Don’t aim for perfect,
aim for action. Sometimes that requires
creativity but something live is better
than nothing live.

49. The 20% that drives 80%
Where most people
realise they need to stop
Investment: time, energy, money, etc
Returns

50. Improving title tags will take a lot of time
Rather than update all title tags & meta descriptions,
start with the top ten landing pages
01
64.57%!

51. Law of Diminishing Returns
If we were to
optimise all title
tags & meta
descriptions

52. Don’t aim for perfect, aim for action
Development has no time to implement.
Implement 100% via Google Optimise.
02

53. Sometimes that requires creativity…
Use Sumo to implement website change
03

54. How to be a Hustler
Focus on the 20% that drives
80% of the value
Action beats perfection
Implement solutions step by step
Be creative in solving challenges
(e.g. use tools where possible)

55. 3. The Systemiser

57. Processes?
Systems?

58. What is a system?
A documented, step-by-step process
on how to do something
Repeatable Scalable

59. Avoid lots of time problem solving
Use checklist to reduce fires
01

60. Kill Repetition
Analyses take a lot of time.
Use a template to create calculations + graphs.
02

61. Kill Repetition
Automate A/B Test analyses with Google Analytics →
Google Sheets connection
0202

62. Don’t optimise things one off
Optimise X title tags & meta descriptions every month,
every month a small lift
03

63. Build on previous tests
When you find a win, always see if you can get more of out.
14.58% growth in non-logged in users who make an account
04

64. But that is still only 3% of all sessions without an account….
04

65. Law of Diminishing Returns
Where we are
after one test
04

66. So we looked at how the popup performed on various pages
Certain pages performed better with the popup, others worse
04

67. 04Even if we could get a further 2-6% improvement on conversion
rate…

68. How to be a Systemiser
Where possible automate what must be done
Use processes to reduce time firefighting
Systematically repeat high potential activities
Build on previous winning tests

69. Growth Mindset 2.0
Standard personal growth knowledge
Additional knowledge for a company to grow

70. Law of Diminishing Returns
Keep asking yourself which zone you are in?
Where most people
realise they need to stop
Investment: time, energy, money, etc
Returns

71. Or

72. Curious to learn
more from you!
1. Have you faced these challenges before?
2. How have you solved them?
Talk with me about it on LinkedIn
Even better: Come talk to me about it here!

73. Free Resources
1. Gre the slides: bit.ly/growthmindset2slides
2. Receive growth tips: bit.ly/freegrowthtips

74. Daphne Tideman
Thanks!