As entrepreneurs, we’re in a constant state of constraint. With limited time and resources, we have to make decisions that can either propel our business forward or cost us precious time and money.
If we make enough good decisions, our company lives on, and if we make too many sub-optimal ones, we may seal our own fate.
The question then becomes, what inputs are we using in our decision making, and are they the right ones?
Translating the data we collect into whether we’ve delivered meaningful value to our customer is hard.
That’s where the power of a guiding metric, or set of metrics, comes into play. Having a North Star is essential to ensure that when we’re making decisions, running experiments and gunning for growth, that we’re focused on metrics that measure the creation of value for our customers, rather than vanity metrics that look good on a dashboard, but ultimately don’t map to sustainable growth. …
Being a marketer is hard work these days. There are more companies and more money fighting for less attention. New channels rise, fall and rise again faster than ever before. Finding new customers, retaining existing ones, and growing a new business or product require a herculean effort with no guarantees for success.
There is little relief in sight: Companies can’t afford to throw more people at marketing challenges, and many are skeptical of marketing’s ability to generate measurable value, making them reluctant to invest further.
This is the challenge marketers wake up to everyday.
To make matters worse, there are a sea of tools, technologies and providers clamoring for budget and attention from marketers who need just one thing: the right solution, right now. …
People ask me quite regularly “What’s the most important thing you’ve learned about growth in your career?”
It’s a good question and it took a while for me to process exactly what that one thing would be, but something that I was told once* stood out above everything else:
The most important thing is to be in love with your craft.
No matter your focus on growth, whether it’s conversion optimization, or paid ads, or email marketing or as a startup founder.
Be in love.
Be hurt by failures and elated in success.
Be surprised and disappointed.
Be encouraged and dejected.
Be passionate and obsess. …