Date post: | 22-Apr-2015 |
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Internet |
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Demystifying Growth HackingChristos Iosifidis
About meI come from games
About meI come from games
• Consumer mobile apps • Product guy
Agenda
• Understanding vs Knowing
• Abbreviating vs Generating complexity
• Communicating vs (Re)Acting
"We don't know what we don't know"
You are here
The main goal of a growth hacker is to understand core product value and user behaviour
“What about testing?”
Understanding means
• Where are your users coming from, how and why
• Are they served core product value within the first 60 seconds?
• How do they engage and how often
There is no secret sauceUnderstand the context and deliver core product value as quickly and as often as you can by trying, measuring and
evaluating different strategies
Complexity
if (company_goals != user_goals {
complexity++; }
You cant induce some unnatural user behaviour against their will
Reduce complexity
•In your product
•In your analysis
•In your communication
Communicating how core product value is exposed and measured is as important as facilitating it
Growth should not be an issue of an expert that “knows", but a common goal that can be achieved through process.
Growth hacking is not some kind of "mystical art" practiced by marketing geniuses to increase metric-‐x, but a process that helps entire organisations prioritise resources to
the things that matter
Culture aka "how do you make it all happen"
Culture
•Ownership Don't expect people to try to improve things if they are not
allowed to change anything
•Freedom Failure is what happens 9/10 times, how do you deal with it?
Celebrate curiosity and learning ability
•Tons of hard work Nothing is good enough
Remember, there is no secret formulas
•Tons of hard work It takes a person of very high integrity to acknowledge that
something isn't working
Learn how to avoid bias
Thank you