Book Sips #27 — ‘Hacking Growth’ by Morgan Brown & Sean Ellis
How often do you use the virality equation? Not familiar to you? What about the Sean Ellis test for understanding the current product/market fit? Neither? Then if you are a product person and want to know what I am talking about, don’t think twice: you should read (and re-read, and re-read…) this book. I literally do not believe someone working in a product company that will not apply a growth hacking mindset and approaches in the mid-term.
Growth hacking is not just a marketing strategy. Refining product/market fit, engaging better and more users or simply developing must-have products are at the core of it. But hold on, this is not a solo journey: a dedicated cross-functional team with different skills and a high-tempo cadence for setting experiments along the funnel is a requirement to thrive. Following this methodology (like @linkedin, Etsy Design Team, AirbnbEng, PayPal Engineering, Dropbox) you can expect an increase of customer acquisition, activation, retention and revenue (also founders of growthhackers.com).
‘Growth hacking empowers companies to achieve breakout growth without pouring money into outdated and horribly expensive marketing campaigns of questionable business value. Devising features that get consumers to love a product or service and spread the word to their friends, an creative hacks to reach customers in new, measurable ways, is taking the place of cash-guzzling marketing and ad plans, and the upside is enormous’
How Today’s Fastest-Growing Companies Drive Breakout Success
by Morgan Brown & Sean Ellis
Written by two of the industry pioneers, this book is a comprehensive toolkit or “bible” that any company in any industry can use to implement their own Growth Hacking strategy, from how to set up and run growth teams, to identify and test growth levers, and how to evaluate and act on the results. Hacking Growth focuses on customers — how to attain them, retain them, engage them, and monetize them.
320 pages, Virgin Books 2017
Get this book here on Amazon!