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Designing for
growth
with the power of Chuck
Norris
A brief history

                         Head of Growth @


                         Growth Hacker @


                         Organizer @   GROWTHATHON

                         Member of


                         Writer @
#growthhackchi @aginnt
What we are going to cover

• Instilling a culture of growth
• Growth team or growth hacker
• Prioritization
• Day-to-day
• Possible pitfalls




#growthhackchi @aginnt
Instilling a culture of growth
101 guide to company culture
Growth comes from culture

Culture- the set of shared attitudes, values, goals, and
      practices that characterizes an institution,
      organization or group.




#growthhackchi @aginnt
Primary goal




     Steepen the learning curve.




#growthhackchi @aginnt
Growth = culture

     To grow most companies need a
            culture change.
              How easy is it to change culture?




#growthhackchi @aginnt
Analyze your culture

Ask these questions of yourself, then ask your
team.
• What do you value?
• What do you focus on?
• What do you hold people accountable for?
• How do you solve problems?
• How do you allocate resources?
• How do you know if you are successful or not?

#growthhackchi @aginnt
Analyze your culture (2)

Ask these questions of yourself, then ask your
team.
• What do you value?        Growth
• What do you focus on?     Everything but growth
• What do you hold people accountable for? Feelings
• How do you solve problems? Panic & derail everyone
• How do you allocate resources? My mood
• How do you know if you are successful or not?
  Another round of funding
#growthhackchi @aginnt
Culture Change

Three steps to change your culture
   1. Why
      • Set a vision
   2. What
      • List the milestones
   3. How
      • Operationalize with some teeth (7 to 1 rule)
      • Address important areas that are changing


#growthhackchi @aginnt
Common Characteristics

• High performance with right culture
• Metrics valued
• Death to lore
• Agnostic on the method, religious on the metric
• Intensity about winning
• Agile process
• Testing then production
• Transparency
• Focus
• Delivering user value, always

#growthhackchi @aginnt
Reality check

         Culture is how you live and work, not a
                      presentation.




#growthhackchi @aginnt
Who?
To be a growth hacker or not to be? That is
the question.
Growth hackers are not growth teams

Growth hacker            Growth team




#growthhackchi @aginnt
The difference

Growth hacker            Growth team
• Broad skills           • Specialized roles
• ASAP                   • Process
• Grey area              • Focus on culture
• Guerilla tactics       • Black and white




#growthhackchi @aginnt
How to choose?

• State of the company
• Size of the entire team
• Market competition
• Potential market opportunity
• Expected/ realized growth curve
• Every company culture is unique




#growthhackchi @aginnt
Prioritization
What should you focus on?
Your product cannot suck




#growthhackchi @aginnt
Four areas of focus

1. Acquisition
2. Activation
3. Engagement
4. Virality



#growthhackchi @aginnt
Four areas of focus

1. Acquisition
2. Activation
3. Engagement
4. Virality              This will lead you down
                               a dark path




#growthhackchi @aginnt
Four areas of focus



1.                            2.




3.                            4.

     #growthhackchi @aginnt
Metaphysics of growth

 Get to the “magic moment” as fast as
               possible!




#growthhackchi @aginnt
The magic moment

 a “magic moment” is a defining point that
 marks a separation in future user behavior.

                demonstrate user value proposition




#growthhackchi @aginnt
Day-to-day
operationalize growth
The growth mentality

1.   Track: Figure out what needs to be tracked and track it.

2.   Understand: Delve into the data to understand how people are using the
     product.

3.   Prioritize: Evaluate and prioritize the areas most likely to yield growth.
     (tweaks, re-architected features, new features)

4.   Design: Design features that are likely to yield growth and estimate
     impact.

5.   Build: Code and deploy.

6.   Measure: Gauge success of new features.

Repeat 1, 2, or 3, adjusting strategy based on the results.

                                                 via Mike Greenfield (500 startups)

#growthhackchi @aginnt
Product

• Follow a sprint schedule with a retro.
• Varied risk of the growth bets each sprint.
• Develop a method of resolving conflicts among
  team.
• Deploy, don’t dither.
• Adjust sprint iterations based on what you learn
  to keep momentum up.




#growthhackchi @aginnt
Product (2)

• A product manager’s role
   • Leader of the growth team
   • User testing
   • Communicates data and goals
   • Organizes teams to move forward
   • Coordinator around dependencies
   • Planning
   • UX considerations
   • Flow analysis



#growthhackchi @aginnt
Data

• Develops user behavior models.
• Keeps track of important metrics.
• Explores new theories on user behavior.
• Categorizes users and visitors.
• Assures proper instrumentation and
  measurement.
• Assures moving the metric.
• Calls out lore.

#growthhackchi @aginnt
Marketing

• Create a sprint model for marketing.
• Process
   • theory
   • test cheaply
   • results
   • iterate




#growthhackchi @aginnt
Marketing (2)

• Pour water acquisition process (CAG vs. LTV).
• Works with growth team on inbound strategies.
• Optimizes product messaging.
• Develops the PR strategy.
• Enforces user empathy.




#growthhackchi @aginnt
Avoid these pitfalls
Learn from my mistakes
Not everyone should focus on growth




#growthhackchi @aginnt
From hunch to metrics




#growthhackchi @aginnt
AB test everything




#growthhackchi @aginnt
Early results are not always conclusive




#growthhackchi @aginnt
Don’t be afraid to be wrong




#growthhackchi @aginnt
Time scope




#growthhackchi @aginnt
Be patient




#growthhackchi @aginnt
Questions
Blog: aginnt.com
Twitter: @aginnt
Call me on Clarity @aginnt

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how to build a growth hacking culture

  • 1. Designing for growth with the power of Chuck Norris
  • 2. A brief history Head of Growth @ Growth Hacker @ Organizer @ GROWTHATHON Member of Writer @ #growthhackchi @aginnt
  • 3. What we are going to cover • Instilling a culture of growth • Growth team or growth hacker • Prioritization • Day-to-day • Possible pitfalls #growthhackchi @aginnt
  • 4. Instilling a culture of growth 101 guide to company culture
  • 5. Growth comes from culture Culture- the set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group. #growthhackchi @aginnt
  • 6. Primary goal Steepen the learning curve. #growthhackchi @aginnt
  • 7. Growth = culture To grow most companies need a culture change. How easy is it to change culture? #growthhackchi @aginnt
  • 8. Analyze your culture Ask these questions of yourself, then ask your team. • What do you value? • What do you focus on? • What do you hold people accountable for? • How do you solve problems? • How do you allocate resources? • How do you know if you are successful or not? #growthhackchi @aginnt
  • 9. Analyze your culture (2) Ask these questions of yourself, then ask your team. • What do you value? Growth • What do you focus on? Everything but growth • What do you hold people accountable for? Feelings • How do you solve problems? Panic & derail everyone • How do you allocate resources? My mood • How do you know if you are successful or not? Another round of funding #growthhackchi @aginnt
  • 10. Culture Change Three steps to change your culture 1. Why • Set a vision 2. What • List the milestones 3. How • Operationalize with some teeth (7 to 1 rule) • Address important areas that are changing #growthhackchi @aginnt
  • 11. Common Characteristics • High performance with right culture • Metrics valued • Death to lore • Agnostic on the method, religious on the metric • Intensity about winning • Agile process • Testing then production • Transparency • Focus • Delivering user value, always #growthhackchi @aginnt
  • 12. Reality check Culture is how you live and work, not a presentation. #growthhackchi @aginnt
  • 13. Who? To be a growth hacker or not to be? That is the question.
  • 14. Growth hackers are not growth teams Growth hacker Growth team #growthhackchi @aginnt
  • 15. The difference Growth hacker Growth team • Broad skills • Specialized roles • ASAP • Process • Grey area • Focus on culture • Guerilla tactics • Black and white #growthhackchi @aginnt
  • 16. How to choose? • State of the company • Size of the entire team • Market competition • Potential market opportunity • Expected/ realized growth curve • Every company culture is unique #growthhackchi @aginnt
  • 18. Your product cannot suck #growthhackchi @aginnt
  • 19. Four areas of focus 1. Acquisition 2. Activation 3. Engagement 4. Virality #growthhackchi @aginnt
  • 20. Four areas of focus 1. Acquisition 2. Activation 3. Engagement 4. Virality This will lead you down a dark path #growthhackchi @aginnt
  • 21. Four areas of focus 1. 2. 3. 4. #growthhackchi @aginnt
  • 22. Metaphysics of growth Get to the “magic moment” as fast as possible! #growthhackchi @aginnt
  • 23. The magic moment a “magic moment” is a defining point that marks a separation in future user behavior. demonstrate user value proposition #growthhackchi @aginnt
  • 25. The growth mentality 1. Track: Figure out what needs to be tracked and track it. 2. Understand: Delve into the data to understand how people are using the product. 3. Prioritize: Evaluate and prioritize the areas most likely to yield growth. (tweaks, re-architected features, new features) 4. Design: Design features that are likely to yield growth and estimate impact. 5. Build: Code and deploy. 6. Measure: Gauge success of new features. Repeat 1, 2, or 3, adjusting strategy based on the results. via Mike Greenfield (500 startups) #growthhackchi @aginnt
  • 26. Product • Follow a sprint schedule with a retro. • Varied risk of the growth bets each sprint. • Develop a method of resolving conflicts among team. • Deploy, don’t dither. • Adjust sprint iterations based on what you learn to keep momentum up. #growthhackchi @aginnt
  • 27. Product (2) • A product manager’s role • Leader of the growth team • User testing • Communicates data and goals • Organizes teams to move forward • Coordinator around dependencies • Planning • UX considerations • Flow analysis #growthhackchi @aginnt
  • 28. Data • Develops user behavior models. • Keeps track of important metrics. • Explores new theories on user behavior. • Categorizes users and visitors. • Assures proper instrumentation and measurement. • Assures moving the metric. • Calls out lore. #growthhackchi @aginnt
  • 29. Marketing • Create a sprint model for marketing. • Process • theory • test cheaply • results • iterate #growthhackchi @aginnt
  • 30. Marketing (2) • Pour water acquisition process (CAG vs. LTV). • Works with growth team on inbound strategies. • Optimizes product messaging. • Develops the PR strategy. • Enforces user empathy. #growthhackchi @aginnt
  • 31. Avoid these pitfalls Learn from my mistakes
  • 32. Not everyone should focus on growth #growthhackchi @aginnt
  • 33. From hunch to metrics #growthhackchi @aginnt
  • 35. Early results are not always conclusive #growthhackchi @aginnt
  • 36. Don’t be afraid to be wrong #growthhackchi @aginnt

Notas do Editor

  1. Culture reflects what you value as a company What you value is where you focus resourcesMost successful companies at growth value it deeply“At Facebook, we talked about nothing but growth for three years.” - Chamath PalihapitiyaGrowth experts need a large amount social capital and trust at all levels to thrive
  2. It is not easy to change culture
  3. Jack Welch used the mantra of "speed, simplicity, and self-confidence" as the beacon for his transformation of GE's culture in the 1990’sSet a visionHow will this impact our current culture?What are the milestonesFollow up with how we are measuring importanceGet agreement from all levelsSupport it with a change in business operationsAdd some teeth
  4. convincing a user of the value proposition
  5. http://numeratechoir.com/six-steps-to-growth-what-i-learned-as-500-startups-growth-hacker-in-residence/
  6. sprints – weekly or dailyDevelop a method of resolving conflictsTestMetrocracyAdjust for learnings (insert new ideas only if related to current sprint, no new features!)
  7. Develops models on growth team’s iterations to measure retention and effect on moving the metric
  8. Some people cannot handle the growth mentality (distraction or feel lost, especially product related)Engineers get distracted by the next big feature build, not goodMost products Not everything you do is growth orientedsome products are 100% growth related if they are a communication or social product
  9. product people can freak out when they measure against a new measure, not feeling but gut
  10. There is a cost to AB tests
  11. Jesse Farmer – “I happy to be wrong because at least I know I am wrong”Don’t put your social capital in your ideas but in the process
  12. This is not magic. there is no magical cure.