Growth Hacking for Startups & Life: A Rookie’s Perspective, 2015
‘Growth hacking’ is such a buzzword.
I’m not fond of buzzwords.
However, I will admit that they are deemed buzz-worthy for a reason (or three). In this case, the term ‘growth hacking’ really does encapsulate the objectives and results of the data driven marketeer’s work.
Plus, it’s catchy and ‘Growth Hacker’ on a name-card really helps to break the ice sometimes (like I said — three).
When I first started at Growth Hacking Asia about 4 months ago, I found it insanely difficult to explain exactly what growth hacking was/what I was doing with my life, to most people.
At networking sessions and other social events, the most common reactions to my new career were:
- Reaction #1: OMG. Hacking is illegal!
- Reaction #2: … So you do digital marketing/conversion optimizing/UX right? (Pick one)
- Reaction #3: How do I get started on this??
The 1st group thought I was a member of Anonymous/its offshoot, and were either not up to date with tech or startups, or both.
When I met them, the majority of the 2nd group were involved in the tech and/or startup scene in South East Asia. It freaked me out when tech/startup people couldn’t really put their finger on what growth hacking was. If they couldn’t figure it out, would I (a noob) ever?
Sean Ellis famously coined the term in 2010. It’s been a good 5 years, but for some reason, the tribe of the growth hackers remains shrouded in mystery.
In his words, a growth hacker is “a person whose true North is growth”.
In these 4 months, I have scoured blogs, followed the who’s who in growth marketing on Twitter & Linkedin, and dug deep into the various marketing & startup subreddits.
Despite the avalanche of information, this noob was confused.
I discovered that the definitions of ‘growth hacking’ and the ‘growth hacker’ seem to differ from person to person, and that ‘growth hacking’ forms an umbrella category encompassing almost everything ‘startup’.
I guess the people in the 2nd group were sort of right.
We do have our fingers in the digital marketing, conversion optimization and UX pies, but all at once. And let’s not forget the product pie, the data pie, the strategy pie… The list goes on.
In the past few months, I’ve tried to figure out what ‘growth hacking’ was. On my own terms.
I stumbled around, changing my mindset and priorities, and experimenting like crazy.
I implemented tests, whooped at successes and feverishly analyzed failures.
I sought people out to exchange coffee for direction, and had my newborn opinions shooed out and replaced with each new mug.
After all that, I am braver and a more discerning listener, reader and writer. I can say in all certainty, that although I know a little something about growth hacking now, I still have a long way to go.
I know of many others out there who want to join our tribe, but are lost in the woods. I’ve seen you on Twitter, Linkedin, Medium and even in person (hey 3rd group, haven’t forgotten about you guys).
There is a lot of information on the universe that is the Internet. Most would agree that the majority of it is as good as filler content, but there are a few voices that cut through the noise.
For what it’s worth, here are some resources & writers that have helped me develop my own point of view about startup life and growth hacking this year:
- Mattan Griffel: One Month Crash Course
- AdEspresso: Social Marketing University
- Pierre Lechelle: One of the best growth hacking blogs out there. Cuts through the crap and delivers the gold.
- Yann Girard: Startup life and how to deal with failure. It happens to the best of us.
- Stratechery: Ben Thompson condenses the economics of tech into bite-sized readable essays (and doodles).
- Mitchell Harper: Great insight into the different facets and roles at a startup/tech company.
- Brian Balfour: The go-to guy for anything to do with growth. The weekly nuggets of common sense and wisdom he dispenses really helped me get my head screwed on right.
On the last Monday of 2015, writing this post feels right. It wraps up my year of trying to figure out life, growth hacking and everything.
Like many other millennials on the cusp of possible oblivion, mediocrity or greatness, I know I have many difficult choices to make in the near future. With all the options available to me, I’ll have to decide which of those will lead to growth for me.
My focus for 2016? Dig deeper and find the pathway leading to my true North. I might be writing more content, who knows? ;)
To anyone who reads this — I hope 2015 was a blast, and that 2016 offers clarity and new mountains for you and I to conquer.
Happy New Year
