Introducing the Growth Hacking Direction Model

Jos van Essen
Jun 30, 2016 · 2 min read

Innovating in the corporate space has learned us a lot about how people validate and build ideas with our approach to lean-product-development. When scaling these ideas from a product/market fit into a ‘growth machine’ it becomes a whole different ballgame. That’s why Jeroen de Bakker & me are introducing the Growth Hacking Direction Model.

Another model? Why would you use yet another poster with sticky notes on your wall? Well, because you’ll find yourself in these situations:

Sales wants to send out a direct mail campaign to the userbase, your techteam works on implementing Facebook login for new customers, some dude has some website optimizer script that needs to run to A/B test the various slogans on the homepage. Eric the informal investor wants to drink coffee and discuss churn. Lisa from the gamification company calls to see if her proposal went through.

This is the daily life of a modern product manager and marketeer.

So, if we have these people, with their multi-sided skillset to guide all these people, why would we want to train them in working with all the stuff that’s widely available?

This is where we started thinking about a format. Jeroen has a lot of strategy experience, while I consider myself to be more of a hands-on growth hacker. Combining these skills got us this model.

And now we feel we are ready to present you the Growth Hacking Direction Model.

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What we did is take the famous pirate metrics, and adopted them in a more traditional strategic marketing framework. This makes it a very actionable model.

What would you like to achieve with this segment?

What strategies are you using to get to these goals?

How do you manage your succes rate?

How do you execute?

What (external) tools will you be using?

I’ll further dive into more specifics later on. If you are interested in a poster-format PDF or a printed version, please drop me an e-mail. If you decide to use it, please provide me with some feedback on how to improve the model since this is the very first public release.

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