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Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
1.
What Elon Musk Taught Me
About Growing A Business
2.
These slides are from a live keynote
by Dharmesh Shah (@dharmesh)
at INBOUND 2017
Full Video: aligningvectors.com
3.
Sequoia Capital
to Brian, me
legendary founders
Brian & Dharmesh,
Buried deep in the hills between our Menlo Park office
gathering of our most
and the Pacific Ocean, we’re hosting a small (n=100)
(both current & alumni) on May 13-14, 2016.
We’d be honored if you could join us.
10/12/15
4.
Sequoia Capital
to Brian, me
legendary founders
Brian & Dharmesh,
Buried deep in the hills between our Menlo Park office
gathering of our most
and the Pacific Ocean, we’re hosting a small (n=100)
(both current & alumni) on May 13-14, 2016.
We’d be honored if you could join us.
10/12/15
6.
hosting a small (n=100)
Buried deep in the hills between our Menlo Park office
legendary foundersgathering of our most
and the Pacific Ocean, we’re
(both current & alumni) on May 13-14, 2016.
We’d be honored if you could join us.
Sequoia Capital
to Brian, me
10/12/15
Brian & Dharmesh,
8.
Sequoia Capital
to Brian, me
and the Pacific Ocean, we’re hosting a
Buried deep in the hills between our Menlo Park office
legendary foundersgathering of our most
small (n=100)
(both current & alumni) on May 13-14, 2016.
We’d be honored if you could join us.
10/12/15
Brian & Dharmesh,
26.
A W E S O M E I N B O U N D E R
September 26, 2017
In honor of outstanding awakeness during
V E C T O R A L I G N M E N T C L A S S
we present
with this certificate of recognition
27.
Why did Dharmesh just give us a
micro class on linear algebra?
28.
MAKESMAKES
E A S I E RE A S I E R
A G R E ATA G R E AT
CultureCulture
RECRUITINGRECRUITING
29.
SCALINGSCALING
ExperienceExperience
E A S I E RE A S I E R
MAKES
A G R E ATA G R E AT
MAKESMAKES
E A S I E RE A S I E R
A G R E ATA G R E AT
CultureCulture
RECRUITINGRECRUITING
39.
Not-so-good news:
add value by creating content
Some folks
obsessed over this
40.
Not-so-good news:
add value by creating content
Instead of
obsessing over this
41.
The Pareto Principle
80% of the effects
come from 20% of
the causes.
- Vilfredo Pareto
42.
Analyzed 3,146 posts
Other 80%Top 20%
(629 posts)
43.
20% of posts = 93% of leads
from top
20%
93% 7%
From other
80%
44.
Posts DOWN, views per post UP.
Cut Blog
Volume by 50%
Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July
ViewsperPost
45.
C O N T E N T / C O N T E N T / C O N T
T / C O N T E N T / C O N T E N T / C O N
N T / C O N T E N T / C O N T E N T / C O
T E N T / C O N T E N T / C O N T E N T /
N T E N T / C O N T E N T / C O N T E N
O N T E N T / C O N T E N T / C O N T E
/ C O N T E N T / C O N T E N T / C O N
N T / C O N T E N T / C O N T E N T / C O
T E N T / C O N T E N T / C O N T E N T /
N T E N T / C O N T E N T / C O N T E N
O N T E N T / C O N T E N T / C O N T E
/ C O N T E N T / C O N T E N T / C O N
N T / C O N T E N T / C O N T E N T / C O
T E N T / C O N T E N T / C O N T E N T /
N T E N T / C O N T E N T / C O N T E N
C N T E N T
DOUBLEDOWNon
46.
C O N T E N T / C O N T E N T / C O N T
T / C O N T E N T / C O N T E N T / C O N
N T / C O N T E N T / C O N T E N T / C O
T E N T / C O N T E N T / C O N T E N T /
N T E N T / C O N T E N T / C O N T E N
O N T E N T / C O N T E N T / C O N T E
/ C O N T E N T / C O N T E N T / C O N
N T / C O N T E N T / C O N T E N T / C O
T E N T / C O N T E N T / C O N T E N T /
N T E N T / C O N T E N T / C O N T E N
O N T E N T / C O N T E N T / C O N T E
/ C O N T E N T / C O N T E N T / C O N
N T / C O N T E N T / C O N T E N T / C O
T E N T / C O N T E N T / C O N T E N T /
N T E N T / C O N T E N T / C O N T E N
quality
not quantity
C N T E N T
DOUBLEDOWNon
47.
We have a 10%
bigger marketing
budget for next year.
How should we spend it?
48.
textual content
email
PR
visual content
messaging
social
Align Budget With Shifts In Human Behavior
54.
Provide Value To Prospect
82%
The Seller-Buyer
Misalignment
55.
Provide Value To Prospect
82%
34%
The Seller-Buyer
Misalignment
56.
DOUBLEDOWNon
S A L E S C O N V E R S A T
C O N V E R S A T I O N SC O N V E R S A T I O N SC O N V E R S A T I O N S
C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L /
/ C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L
L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C
C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L /
/ C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L
L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C
C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L /
/ C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L
L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C
C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
57.
DOUBLEDOWNon
S A L E S C O N V E R S A T
C O N V E R S A T I O N SC O N V E R S A T I O N SC O N V E R S A T I O N S
C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L /
/ C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L
L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C
C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L /
/ C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L
L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C
C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L /
/ C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L
L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C
C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A L L / C A
quality
not quantity
58.
Biased Views
Strong Opinions
AND CONTAIN
SP
SP
PARTS OF REMAINING
PROGRAM RATED
SO
BV
65.
What Sources of Information Do You Rely On
When Making Purchase Decisions?
Source: 2017 State of Inbound
C-level executive (CEO, CMO)
Word-of-mouth referrals
Customer references
Vendor-authored materials
Analyst reports
Salesperson
59%
49%
43%
33%
18%
66.
¯_(ツ)_/¯
HELPHELPC U S T O M E R SC U S T O M E R S
HOWEVERHOWEVER WHENEVERWHENEVER WHATEVERWHATEVERtheytheyW A N TW A N T
W I T HW I T H
theytheyW A N TW A N T
theytheyW A N TW A N T
67.
HELPHELPC U S T O M E R SC U S T O M E R S
HOWEVERHOWEVERtheytheyW A N TW A N T
68.
“Hello Mr. Shah.
We are calling
regarding the
message you
sent us…”
72.
If I tweet you, tweet me back.
If I message you on Facebook,
message me back.
73.
If I tweet you, tweet me back.
If I message you on Facebook,
message me back.
If I call you on the phone, send
help, there’s something wrong
with me.
74.
BILLIONBILLIONpeoplepeople
D O A N Y T H I N G ,
I T ’ S T I M E T O PAY AT T E N T I O N
W H E N E V E R A
75.
I T ’ S :
“ T H E Y A R E A L R E A D Y H E R E A N D
THEYWANTTOCHAT.”
“Build it and they will come”
T H I S I S N O T :
76.
HubSpot
Meetings App
13%
Conversion Rate To Customer
Gated Content
(Form)
.7%
HubSpot
Messages App
20%
Source: HubSpot Original Data
77.
40 years ago:
phone
presence
20 years ago:
web
presence
today:
messaging
presence
78.
HELPHELPC U S T O M E R SC U S T O M E R S
WHENEVERWHENEVERtheytheyW A N TW A N T
90.
¯_(ツ)_/¯
HELPHELPC U S T O M E R SC U S T O M E R S
HOWEVERHOWEVER WHENEVERWHENEVER WHATEVERWHATEVERtheytheyW A N TW A N T
W I T HW I T H
theytheyW A N TW A N T
theytheyW A N TW A N T
102.
Marketi
ng
Hub Sales
Hub
Conn
ect
Custom
erHub
Com
m
unity
Conver
sations
Con
tent Cont
acts
Helps you deliver an
amazing, end-to-end
customer experience
SP
103.
Hear all the juicy details:
PRODUCT SPOTLIGHT
with Christopher O’Donnell
VP Product, HubSpot
at 4:15pm
SP
106.
believe,believe,
dodo
say,say,
W H A T Y O UW H A T Y O U
W H A T Y O UW H A T Y O U
W H A T Y O UW H A T Y O U
W H E N
A N D
ALIGNMENTALIGNMENT
A R E I NA R E I N
GROWGROWbetterbetter
Y O UY O U
h/t: Gandhi
107.
lovelove &&P E C EP E C E G R O W T HG R O W T H
108.
Have questions/comments?
Join the discussion:
Website: aligningvectors.com