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Demystifying growth hacking


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Christos Iosifidis from Vivino talks at Nordic Growth Hackers about how Vivino use growth hacking to grow their business
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Demystifying growth hacking

  1. 1. Demystifying Growth Hacking Christos Iosifidis
  2. 2. About me I come from games
  3. 3. About me I come from games • Consumer mobile apps • Product guy
  4. 4. Agenda • Understanding vs Knowing • Abbreviating vs Generating complexity • Communicating vs (Re)Acting
  5. 5. "We don't know what we don't know"
  6. 6. You are here
  7. 7. The main goal of a growth hacker is to understand core product value and user behaviour
  8. 8. “What about testing?”
  9. 9. Understanding means • Where are your users coming from, how and why • Are they served core product value within the first 60 seconds? • How do they engage and how often
  10. 10. There is no secret sauce Understand the context and deliver core product value as quickly and as often as you can by trying, measuring and evaluating different strategies
  11. 11. Complexity
  12. 12. if (company_goals != user_goals { complexity++; }
  13. 13. You cant induce some unnatural user behaviour against their will
  14. 14. Reduce complexity •In your product •In your analysis •In your communication
  15. 15. Communicating how core product value is exposed and measured is as important as facilitating it
  16. 16. Growth should not be an issue of an expert that “knows", but a common goal that can be achieved through process.
  17. 17. Growth hacking is not some kind of "mystical art" practiced by marketing geniuses to increase metric-­‐x, but a process that helps entire organisations prioritise resources to the things that matter
  18. 18. Culture aka "how do you make it all happen"
  19. 19. Culture •Ownership Don't expect people to try to improve things if they are not allowed to change anything •Freedom Failure is what happens 9/10 times, how do you deal with it? Celebrate curiosity and learning ability •Tons of hard work Nothing is good enough Remember, there is no secret formulas •Tons of hard work It takes a person of very high integrity to acknowledge that something isn't working Learn how to avoid bias
  20. 20. Thank you