Groth Meetup Q4 2014 - Lateral Problem Solving

1. growth
/ɡrōTH/

2. What exactly are we talking
about?

3. …. first there was nothing ….

4. nothing
startup

5. nothing
startup
something
world
changing
awesome

6. nothing
startup
something
world
changing
awesome
}/ɡrōTH/

7. Why
Marketing Biz-Dev Produkt Sales Development

8. Why
Marketing Biz-Dev Produkt Sales Development
= Things we need to do
(Tasks, Actions, Todos, Issues, Stuff on a Roadmap, …)

9. Why
Marketing Biz-Dev Produkt Sales Development

10. Why
Marketing Biz-Dev Produkt Sales Development
Conversion
p!
t!
i!
m!
i!
z!
a!
t!
i!
o!
n
SEO
Product Market
Fit
AB-TestingMvp
R
etention
Analytics
Big Data
Small Data
Apps & Stores
Nativ vs Web Storytelling
Buzzwords

11. Why
• Because i think the (online) marketing events/
conferences, start up conventions, … are all way
too far in the comfort zone.
• I’m not the only one.
• We must do better!
• Which should be easy …..
The truth no matter what!

12. What will this meetup
become
• no clue

13. Agenda
• Intro and Orga Stuff - Franz Enzenhofer - 5 min
• Christof Hinterplattner - CEO at netdoktor.at & Digital-Head at
Heute.at-Network - "lessons learnt building a digital media house
from scratch”
• Short Pizza is here break of about 10 minutes.
• Franz Enzenhofer - Masterchief www.fullstackoptimization.com -
"Lateral Problem Solving"
• Nicholas Trieb - COO Tourradar - “Activation to Retention to Revenue"
• Brigitte Schögler - Marketing Managerin www.wogibtswas.at -
Marketing for Growth

14. Format
• 20 to 25 min per talk. 5 to 10 min questions. 30 min max. 5 min
break
• Some german, some english!
• There must be questions.
• If nobody asks a question, i will pick the person which looks the
most uncomfortable, and he/she must ask a question. I mean it!
• This is not another feel good marketing “event”.
• No networking

15. Sponsor
• They are a Co-Working Space
• They are cool.
• Check them out.
• http://www.stockwerk.co.at/

16. Sponsor

17. One more thing
• Smoking kills!
• It really does!
• But I think you know this already.
• If you go outside for a smoke, please be quiet
(no party) as the neighbours could start trouble
for this awesome co-working space.

18. Let’s go!

19. Lateral Problem Solving

20. Lateral
• sideways
• seitlich
• thx to Edward de Bono (Read his books, now)

21. Franz Enzenhofer
• masterchief full stack optimization
• the SEO agency to end all SEO
agencie
• orga. viennajs - austrias biggest (and
best) dev. meetup

22. WARNING
This is an alpha talk! (Think “minimal viable product” for talks)
Also: Denglisch / Germisch

23. always start with a story
• SEO
• Consultant

25. Business is Good
• Why?
• (Don’t worry, this is not an SEO talk)

26. StuckNot always, but quite often!

27. StuckNot always, but quite often!

28. SEO
• The business of getting found.
• SEO is solved!!
• 5% knowledge
• 95% execution

29. knowledge
• data, facts, figures
• information
• analysis
• framework (a way to think about)
• tasks
• roadmap
• …
• …

30. Not always, but sometimes!

31. • 5% knowledge
• 95% execution
Something strange
is happening here

32. data, facts, figures,
information, knowledge
• a/b testing
• multivariant testing
• (google) analytics
• big data
• user studies
• crazy egg
• …..
• SEM tests
• landingpage tests
• whole site testing
• product tests
• test campaings
• market research

33. Not always, but …

34. People
• are unbelievable bad to act upon new
information.

35. Why?

36. Goal (Choose one)
• 1) Build a sustainable business!
• 2) Build an easy to describe geometrical shape!

37. note: treat them like they were physical pieces of paper

39. new information

41. new information
model
of thought

44. What happens next?

45. inaction

46. ignoring

47. denial

48. • Build an easy to describe geometrical shape!

49. or

52. +
+
+

54. But hey, why are we even in
trouble in the first place?
• We have been right all the time!
• Until…

55. the mind
• Our mind is a self maximising patter making
system.
• In such a system information available at any
moment is always arranged in the best (most
stable) way.
• The sequence of arrival of information
determines the way it is to be arranged.

56. • The sequence of arrival of information
determines the way it is to be arranged. !
• “Old” Information becomes a model of thought!
• -> at some point we make less than the best
possible use of the available situation.
• We get stuck!

57. Insight Restructuring
new information
model
of thought
We must be ready to restructure our model of thought based
on new information!

58. how? to act upon
• a/b testing
• multivariant testing
• (google) analytics
• big data
• user studies
• crazy egg
• sombody with prior
different experience
• SEM tests
• landingpage tests
• whole site testing
• product tests
• test campaings
• market research

59. Insight > Iteration

60. Decision making
• Data driven decision making!
• Insight driven decision making!
• Insights should be driven by data!

61. How!
• 1) Always start with hard, cold,
unforgiving data!
• It’s a great way to get rid of “personalities”!
• There is no inconclusive data!
• Data is just data!
• The conclusions are all ours.

62. Filedrawer Effect
(Publikationsbias)
• i.e.: AB test, do not only look at the “winners”.
Most of the time the “losers” tell you even more!

63. 2) Use data for it’s
provocational value!
• Some use humour, too.
• I’m better with provocation.
• Anything that produces emotions will do.

64. Test everything!
Not: Test something!

65. 3) it’s the best
• Treat the new information as something great!
• Make is sound (comically) positive!
• Speculate what this means with the deep
unquestioned understanding that everything is
and always will be awesome!
• Make (absurdly) positive assumptions!

66. 4) be cautious
• everything is crap now!
• see only the negative side!
• the glass is not half full, it’s empty
• and broken
• and was ugly all the time anyway!

67. 5) creativity
• What would you do if you have unlimited money?
• What would you do if you have unlimited time?
• What would you do if you have unlimited resources?
• What would you do if you could start from a blank?
• What would you do, just because?!
• X Alternatives, no matter what! (x>2)!
• Are the resources really the bottleneck?

68. 6) act
• act on the insights that 1 to 5 gave you
• going with the obvious choice is an option, but
only after considering alternatives.
• non action is an option, but only if it is an active
choice.

69. 7) make it a process
• or an institution
• or a requirement
• because: getting stuck sucks much more than
having another process!

70. Conclusion
• Whenever you are confronted with new
information.
• Aim for and act upon insights!

71. Insight > Iteration
Questions?
Note: i might not have the answer!
fe@f19n.com https://twitter.com/enzenhofer