Growth Hacking For Dummies

Hack your business growth the scientific way

Airbnb. Uber. Spotify. To join the big fish in the disruptive digital shark tank you need to get beyond siloed sales and marketing approaches. You have to move ahead fast—with input from your whole organization—or die. Since the early 2010s, growth hacking culture has developed as the way to achieve this, pulling together multiple talents—product managers, data analysts, programmers, creatives, and yes, marketers—to build a lean, mean, iterative machine that delivers the swift sustainable growth you need to stay alive and beat the competition.

Growth Hacking for Dummies provides a blueprint for building the machine from the ground-up, whether you’re a fledgling organization looking for ways to outperform big budgets and research teams, or an established business wanting to apply emerging techniques to your process. Written by a growth thought leader who learned from the original growth hacking gurus, you’ll soon be an expert in the tech world innovations that make this the proven route to the big time: iteration, constant testing, agile approaches, and flexible responses to your customers’ evolving needs.

• Soup to nuts: get a full overview of the growth hacking process and tools
• Appliance of science: how to build and implement concept-testing models
• Coming together: pick up best practices for building a cross-disciplinary team
• Follow the data: find out what your customers really want

You know you can’t just stay still—start moving ahead by developing the growth hacking mindset that’ll help you win big and leave the competition dead in the water!

Introduction 1

Part 1: Getting Started with Growth Hacking 7

Chapter 1: Defining Growth Hacking 9

Chapter 2: Building Growth Hacking Skills 25

Chapter 3: Building Growth Teams 39

Part 2: Seeing Where Growth Opportunities Come From 57

Chapter 4: Applying Customer Journey Frameworks 59

Chapter 5: Diving into the Customer Journey 81

Part 3: Applying the Growth Hacking Process 101

Chapter 6: Laying the Foundation for Growth 103

Chapter 7: Identifying Potential Opportunities for Growth 115

Chapter 8: Prioritizing Your Ideas before You Test Them 131

Chapter 9: Testing Ideas and Learning from Them 143

Chapter 10: Managing the Growth Process 165

Chapter 11: Laying the Right Foundation for Company-Wide Growth 181

Part 4: The Part of Tens 193

Chapter 12: Ten Key Benefits of the Growth Hacking Methodology 195

Chapter 13: Ten Things to Watch Out For 201

Chapter 14: Ten (+Twelve!) Key Resources to Continue Your Education 209

Glossary 217

Index 219

Anuj Adhiya learned growth hacking as a community moderator and then Director of Engagement and Analytics at GrowthHackers (founded by Sean Ellis, who coined "growth hacking"). He's mentored and coached a number of startups on the growth methodology at Harvard Innovation Labs & Seedstars. He's currently the VP of Growth at Jamber.

• Focus your business on growing value for customers
• Apply scientific methods to reach and retain customers
• Foster a culture of growth in your organization

Hack Your Business Growth the Scientific Way

Unlocking your company's full growth potential requires getting beyond siloed sales and marketing approaches and moving forward fast—with input from your whole organization. This blueprint shows how to build a lean, mean iterative machine that draws on many talents—product managers, data analysts, programmers—and evolves through Agile approaches and flexible responses to customer data. You know you can't just stay still—get moving with a growth hacking mindset that will leave your competition dead in the water!

Indide

• Align with customer goals
• Develop your growth model
• Build cross-functional growth teams
• Prioritize what to test
• Prep, run, and analyze tests
• Systemize results that work
• Run a weekly growth meeting
• Propagate a growth culture