Growth hacking


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Discussion about growth hacking with focus on the Tipping Point by Malcolm Gladwell.

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  • The Tipping Point is that dramatic moment when little causes drive the unexpected to become expected and propel the idea of radical change to certain acceptance.
  • Mavens make change happen through information and ideas. These are the people who you ask whenever you want to know something about anything – they’re always the people in the know. They’re builders, engineers, process folks, and system folks. It’s all about the ideas and the information.feel overwhelmed because you have so many big ideas to unpack.frustrated by how “thin” a lot of information seems.can get lost for days working on one idea or might spend months happily exploring the depths of one idea.expression is largely about ideas and information, rather than people or sizzle.Connectors make change happen through people. They galvanize people. They’re natural hubs. That’s just the way they’re oriented to the world. These are people who every time you ask a question, a rolodex starts flipping in the back of their mind, saying, “Who do I know that knows this? Who do I know that has done this? Who do I know that I need to connect you with?” They love connecting you with people, because they’re all about the people.constantly referring people to the right expert or service to solve their networking and talking with people, just for the sake of doing it.When talking to someone, they say, “Wow – You know everyone!”The stories you tell always focus on the people, not the ideas or the sizzle.Salespeople make change happen through persuasion. They can take an idea, make it sticky and accessible, and position it to get a tribe behind it. Salespeople are your storytellers and masters of persuasion. These are the people who can borrow your watch and then sell it back to you. They just have this uncanny ability to get you to buy in to whatever they’re selling, whether it’s an idea, or a plan, or a product – it doesn’t matter.When you talk about your next project, people are instantly hooked.You sell things without meaning to. (Services, products, ideas – it doesn’t matter what.)You love the chase of getting someone to agree with you or buy into whatever you’re selling.It’s really easy for you to get hooked on sticky, sizzle-y ideas, products, and services.Your stories have sizzle at their basis, and the information and people support the compelling idea.(Note: The thing about salespeople, or that title, is that people have a lot of Stuck around sales. There are a lot of salespeople out there who are really persuasive (can always get people on their team and tell wonderful stories) but don’t resonate with the sales title. So sometimes you’ll hear me talk about ”˜persuaders’ rather than ”˜salespeople’ so that we open up that category so people are open to considering, “What am I naturally good at?” and can start playing from that.)
  • Psychology test resultsGames scoresMedia of cat pictures, funny videos, and music
  • Human behavior is sensitive to and strongly influenced by its environment. As Malcolm Gladwell says, "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur".For example, "zero tolerance" efforts to combat minor crimes such as fare-beating andvandalism on the New York subway led to a decline in more violent crimes city-wide. Gladwell describes the bystander effect, and explains how Dunbar's number plays into the tipping point, using Rebecca Wells' novel Divine Secrets of the Ya-Ya Sisterhood, evangelist John Wesley, and the high-tech firm W. L. Gore and Associates. Malcolm Gladwell also discusses what he dubs the rule of 150, which states that the maximum number of individuals in a society or group that someone can have real social relationships with is 150Minds are hardwired to value scarce resourcesThe herd instinct is very much aliveThe brain is automatically predisposed to copy the behavior of authoritiesVisual attractiveness causes an automatic reflex within us to agreeReciprocate favors – initiate the approach to improve the chances of sellingThe mind automatically prefers to be consistent with past choices and repetition, so the product should be shown to be consistent with the choices they’ve already made
  • Growth hacking

    1. 1. Growth Hacking Piktochart October 2013
    2. 2. The Tipping Point How little things make big differences
    3. 3. Agenda  Introduction  The Law of Few  The Stickiness Factor  The Power of Context  Take Away
    4. 4. The Tipping Point
    5. 5. The Tipping Point Why some ideas, trends, and messages “tip” and others don’t?  Based on the science of epidemics, small actions at the right time, right place, and with the right people can create a “tipping point” for a product.  Three factors to create a tipping point  The Law of the few  The Stickiness Factor  The Power of Context
    6. 6. The Law of Few Not all users are equal
    7. 7. The Law of Few  Social epidemics are heavily dependent on the involvement of people with a certain set of gifts  Connectors  People with wide connections in different fields and conduits between them. Makes change through people  Mavens  Translates from “one who accumulates knowledge”. Makes change through information and ideas  Salesmen  Have usual charisma that allows them to be extremely persuasive in inducing others to make informal decisions. Makes change through persuasion
    8. 8. The Stickiness Factor Stick
    9. 9. The Stickiness Factor  Criteria of “sticky” things: An epidemic spreads when the contagious agent is naturally infectious, or “sticky”, capable of capturing the attention of the audience  Uniqueness  Aesthetics  Association  Engagement  Excellence  Expressive value  Functional value  Nostalgic value  Personification  Cost
    10. 10. The Stickiness Factor
    11. 11. The Power of Context The Environment is an Issue
    12. 12. The Power of Context Situations to spread an epidemic have to be enabled to allow virality  Six psychological principles of influence:  Scarcity  Majority  Authority  Beauty  Reciprocity  Consistency
    13. 13. The Power of Context  Trends  The Broken Window Theory
    14. 14. Take aways Tipping points are a reaffirmation of the potential for change and the power of intelligent action  The presentation of information determines its stickiness and remembrance
    15. 15. Thank you
    16. 16. References  The Tipping Point: How Little Things Can Make a Big Difference – Malcolm Gladwell  Maven, Connector, or Salesperson (link)
    17. 17. How to apply the power of few in growth hacking?  Examples of start-ups that has utilized on the power of few and succeeded:  Focusing on the MVP (minimum value product)
    18. 18. How to Design for Viral Growth? USERS OVER TIME 12207 4883 1953 50 125 313 781