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Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric Sean Ellis, GrowthHackers

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Page 1: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Sean Ellis, GrowthHackers

Page 2: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Breaking the Myths of Growth Hacking -

What Really Matters for Moving Your North

Star Metric

May24th,2017GrowthHackersConference

Page 3: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Overview

• Whatisgrowthhacking(really)?

• Bustingthecommonmyths

• Keystodrivingsustainablegrowth

Page 4: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

GrowthHackingis…

• Rapidexperimentationacrossfullcustomerjourney

• Scrutinizeeverythingbyitsimpactondrivingsustainablecustomerandrevenuegrowth

Page 5: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

FiveMostCommonMyths

• Myth1:Growthhackingistricksandspamming

• Myth2:Growthhackingissamethingasmarketing

• Myth3:Growthhackingisclevermarketing

• Myth4:Growthhackingissilverbullets

• Myth5:GHisacrossbetweenmarketingandcoding

Page 6: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Myth1:TricksandSpamming

TheTruth:Tricksandspammingleadtofleetinggrowth

Page 7: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Myth2:SameThingasMarketing

TheTruth

• Marketinggenerallylimitedtoexternalchannels,landingpagesandemail

• GrowthHackingiscrossfunctionaleffort

Page 8: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Myth3:CleverMarketing

TheTruth

• Oftenrequiresresourceful,creativeproblemsolving

• Buttestleversacrossthefullcustomerjourney

Page 9: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Myth4:SilverBullets

TheTruth

• Everythingmustbetestedwithclearhypothesis

• Testsoftenfailbutalwaysleadtolearning

http://i.imgur.com/FmRlA.jpg

Page 10: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Myth5:CrossbetweenMarketing/Coding

TheTruth• Devskillshelpfulbutnotcritical

• Usefulforrollingoutrapidprototypes

• Growthteamsshouldincluderapidprototypedeveloper

Page 11: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

WhatReallyMattersforSustainableGrowth?

Principles Process Platformknowledge Tactics

Startbylearningprinciplesandprocessfirst,thenplatforms

Page 12: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

PrinciplesAreEvergreen(NeverChange)

• PMFitMusthaveproductrequiredforsustainablegrowth• NorthStarMetric(NSM) Aggregatevalue delivered• GrowthModel RelationshipofvariablesthatmoveNSM• Leverage Bestopportunitiestoaccelerategrowth• Testing Drivediscovery&optimizationofgrowthdrivers

Principles Process Platformknowledge Tactics

Page 13: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

ProcessLargelyRemainsUnchanged

• Testingprocessfordiscoveringbetterwaystogrow

• Basedonscientificmethod(aroundsince1600s)

Principles Process Platformknowledge Tactics

Page 14: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

PlatformKnowledge

• Platformsareoftenveryimportantforgrowth

• Deepplatformunderstandingishugecompetitiveadvantage

• Platformsareconstantlychanging,requirecontinuousrelearning

Principles Process Platformknowledge Tactics

Page 15: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Tactics

• Focusondeliveringmorevaluetomorecustomers(NSM)

• Usetestingprocesstodiscoverandoptimizetactics

• Moretesting=morediscovery(testathightempo)

Principles Process Platformknowledge Tactics

Page 16: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

RemembertoStartwithPrinciples

Principles Process Platformknowledge Tactics

Page 17: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

KeyTakeaways

• Growthhackingistestingacrossfullcustomerjourneytoacceleratesustainablegrowth

• UseaNorthStarMetrictotrackexpansionofvalueovertime(truesustainablegrowth)

• Principles,processandplatformknowledgearecriticaltouncoveringeffectivegrowthtactics

Page 18: [#GHConf17] Breaking the Myths of Growth Hacking - What Really Matters for Moving Your North Star Metric

Want video access

Jamie Siminoff, Ring

Thiscould

be you!

View recordings of all #GHConf17 presentations with our virtual pass & purchase tickets for next year’s event at growthhackers.com/conference

https://growthhackers.com/conference

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