how to build a growth hacking culture


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  • 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
  • It is not easy to change culture
  • 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
  • convincing a user of the value proposition
  • sprints – weekly or dailyDevelop a method of resolving conflictsTestMetrocracyAdjust for learnings (insert new ideas only if related to current sprint, no new features!)
  • Develops models on growth team’s iterations to measure retention and effect on moving the metric
  • 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
  • product people can freak out when they measure against a new measure, not feeling but gut
  • There is a cost to AB tests
  • 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
  • This is not magic. there is no magical cure.
  • how to build a growth hacking culture

    1. 1. Designing forgrowthwith the power of ChuckNorris
    2. 2. A brief history Head of Growth @ Growth Hacker @ Organizer @ GROWTHATHON Member of Writer @#growthhackchi @aginnt
    3. 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. 4. Instilling a culture of growth101 guide to company culture
    5. 5. Growth comes from cultureCulture- the set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.#growthhackchi @aginnt
    6. 6. Primary goal Steepen the learning curve.#growthhackchi @aginnt
    7. 7. Growth = culture To grow most companies need a culture change. How easy is it to change culture?#growthhackchi @aginnt
    8. 8. Analyze your cultureAsk these questions of yourself, then ask yourteam.• 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. 9. Analyze your culture (2)Ask these questions of yourself, then ask yourteam.• 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. 10. Culture ChangeThree 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. 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. 12. Reality check Culture is how you live and work, not a presentation.#growthhackchi @aginnt
    13. 13. Who?To be a growth hacker or not to be? That isthe question.
    14. 14. Growth hackers are not growth teamsGrowth hacker Growth team#growthhackchi @aginnt
    15. 15. The differenceGrowth hacker Growth team• Broad skills • Specialized roles• ASAP • Process• Grey area • Focus on culture• Guerilla tactics • Black and white#growthhackchi @aginnt
    16. 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
    17. 17. PrioritizationWhat should you focus on?
    18. 18. Your product cannot suck#growthhackchi @aginnt
    19. 19. Four areas of focus1. Acquisition2. Activation3. Engagement4. Virality#growthhackchi @aginnt
    20. 20. Four areas of focus1. Acquisition2. Activation3. Engagement4. Virality This will lead you down a dark path#growthhackchi @aginnt
    21. 21. Four areas of focus1. 2.3. 4. #growthhackchi @aginnt
    22. 22. Metaphysics of growth Get to the “magic moment” as fast as possible!#growthhackchi @aginnt
    23. 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
    24. 24. Day-to-dayoperationalize growth
    25. 25. The growth mentality1. 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. 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. 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. 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. 29. Marketing• Create a sprint model for marketing.• Process • theory • test cheaply • results • iterate#growthhackchi @aginnt
    30. 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. 31. Avoid these pitfallsLearn from my mistakes
    32. 32. Not everyone should focus on growth#growthhackchi @aginnt
    33. 33. From hunch to metrics#growthhackchi @aginnt
    34. 34. AB test everything#growthhackchi @aginnt
    35. 35. Early results are not always conclusive#growthhackchi @aginnt
    36. 36. Don’t be afraid to be wrong#growthhackchi @aginnt
    37. 37. Time scope#growthhackchi @aginnt
    38. 38. Be patient#growthhackchi @aginnt
    39. 39. QuestionsBlog: aginnt.comTwitter: @aginntCall me on Clarity @aginnt
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