This was a 60 minute presentation that I was going to have to give as a final round for a head of growth role before Covid happened and I never got to give it, I really don't want it to go to waste.
It comprises a few key parts, and despite the slight romanticising of a ‘growth hacker’ role over the last couple of years, it’s anything but a telenovela. These were the slides.
- Data friendliness
- Manufacturing creativity
- Diversifying growth
- Mission evangelism
- Rate limiting steps
I am a growth hacker, but I think it may have also changed slightly since Sean Ellis made the differentiation in 2010 between marketer and growth hacker: Sean coined the term when he couldn’t find anyone to replace the work he was doing as a marketing consultant at this time, issuing the need for a new job specification altogether.
This would have been my introduction, simply highlighting a few key areas that would make for a fantastic environment for a growth lead to come in.
Firstly, growth is still true north
If retention suffers, if the brand is dragged through the mud, if the campaigns starts to open a wormhole into a universe with giant eye-eating monsters; that simply isn’t the growth hacker’s problem. As a blinkered horse charges, as a berserker cleaves heads; one is not to reason why, one is but to grow or die.
In the most simple of terms, any job that does not involve THE number going up, is not the responsibility of the growth team.
Secondly, have a North Star Metric
This is THE thing you can base your company’s success on. Defining this will help a growth manager remain streamlined in their work. It will also encourage absolute transparency and efficiency with work. ‘How does the work you are currently undertaking help us achieve our goal?’
If you haven’t worked it out yet, do it now.
Thirdly, understand the simple sum behind growth.
UX + Product + Marketing = Customer Advocacy.
Advocacy + Growth Marketing = Successful growth
This is simple. If the product does not have a gradual upwards trend organically, then do not expect a growth marketer to come in and fix this. Growth hacking is a way of making as many eyes and ears as possible see the product for what it is, it is not tilting what the product is in order for it to be more appealing to the audience.
I have had to do the latter, it ends poorly.
Finally, good ideas are systematised.
Sitting around waiting for awesome things to happen is like waiting for lightning to strike on a summer’s day. As a company, create processes that drive creativity and free thinking.
I will publish the first blog tomorrow regarding data friendliness. I couldn’t think of a better way to explain it. It essentially means becoming incredibly knowledgeable about the processes and percentages that lead to a conversion, across the whole marketing effort.
Feel free to ask me questions along the way, it's going to be a cathartic journey.