SlideShare a Scribd company logo
What Elon Musk Taught Me
About Growing A Business
These slides are from a live keynote
by Dharmesh Shah (@dharmesh)
at INBOUND 2017
Full Video: aligningvectors.com
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
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
indoorsy
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,
indoorsy
introverted
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,
indoorsy
+ introverted
+ insecure
indoorsy
= intimidated
+ introverted
+ insecure
Dharmesh Shah
to Sequoia Capital
2:17 AM
I’m honored to be invited, but unfortunately
I can’t make it.
Thanks.
-Dharmesh
Sequoia Capital
to me
1:23 PM
Oh, and by the way, Elon Musk will be joining us.
CRAP!
Daddy, tell Elon I can
help him draw cars.
Oh, and please get 

a selfie with him.
Outdoorsy extrovert
How do you
work towards
solving such
big problems?
Let’s say your company is trying to get from
Point BPoint A to
Your progress is
determined by the
sum of all vectors.
Every person on the team is a vector.
Vector: A quantity
having both magnitude
and direction.
impact = 9/10
9
9
99
9
9 9 9 9
Total Impact = 0
Sub-optimal
impact
9 9
9
9
vectors aligned = maximum impact
999 9
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
Why did Dharmesh just give us a
micro class on linear algebra?
MAKESMAKES
E A S I E RE A S I E R
A G R E ATA G R E AT
CultureCulture
RECRUITINGRECRUITING
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
WARNINGF-BOMB
Attract
Engage
Delight
They look
like tiny
funnels!
Attra
ct
Engage
Marketing
T
eam
SalesTeam
Delight
D
Customer Team
The
Virtuous
Cycle Of
Growth
Attra
ct
Engage
Marketing
T
eam
SalesTeam
Delight
D
Customer Team
Platform
The
Virtuous
Cycle Of
Growth
Market
ing
Sales
Customers
Platform
Inbound Marketing
Attract, Engage, and Delight
Customers Online
Key Point:
add value by creating content
Good news:
People listened.
Not-so-good news:
add value by creating content
Some folks
obsessed over this
Not-so-good news:
add value by creating content
Instead of
obsessing over this
The Pareto Principle
80% of the effects
come from 20% of
the causes.
- Vilfredo Pareto
Analyzed 3,146 posts
Other 80%Top 20%
(629 posts)
20% of posts = 93% of leads
from top
20%
93% 7%
From other
80%
Posts DOWN, views per post UP.
Cut Blog
Volume by 50%
Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July
ViewsperPost
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
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
We have a 10%
bigger marketing
budget for next year.
How should we spend it?
textual content
email
PR
visual content
messaging
social
Align Budget With Shifts In Human Behavior
Market
ing
Sales
Customers
Platform
I’m not going
to learn
anything new.
I’m not going
to learn
anything new.
I’m not going to
need this stuff
anytime soon.
Some people are not great
at selling, but really good at
getting sales.
hustling helping
Provide Value To Prospect
82%
The Seller-Buyer
Misalignment
Provide Value To Prospect
82%
34%
The Seller-Buyer
Misalignment
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
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
Biased Views
Strong Opinions
AND CONTAIN
SP
SP
PARTS OF REMAINING
PROGRAM RATED
SO
BV
SP
INBOUND 2014:
HubSpot CRM and SalesSP
SALES PRO
You have to be
this tall to ride
SALES
PROFESSIONAL
You have to be
this tall to ride
SALES PROFESSIONAL
ALL GROWN-UP AND STILL GROWING
$400/mo
TEAMS UP TO 5 USERS
COMING TO THE SALES HUB ON
November 1st
SP
Market
ing
Sales
Customers
Platform
SP
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%
¯_(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
HELPHELPC U S T O M E R SC U S T O M E R S
HOWEVERHOWEVERtheytheyW A N TW A N T
“Hello Mr. Shah.
We are calling
regarding the
message you
sent us…”
I hate phone calls.hate
I hate phone calls.hate
If I tweet you, tweet me back.
If I tweet you, tweet me back.
If I message you on Facebook,
message me back.
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.
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
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 :
HubSpot
Meetings App
13%
Conversion Rate To Customer
Gated Content
(Form)
.7%
HubSpot
Messages App
20%
Source: HubSpot Original Data
40 years ago:
phone
presence
20 years ago:
web
presence
today:
messaging
presence
HELPHELPC U S T O M E R SC U S T O M E R S
WHENEVERWHENEVERtheytheyW A N TW A N T
Try again during normal hours, you weirdo.
I like chat bots
I like chat bots
and I cannot lie
The chatbot for
marketing and sales
growthbot.org
Send Message:
“help me align vectors”
website
content
management
system
Engineers
Required
Mere
Mortals
Allowed
smart email
marketing
automation
website
content
management
system
Engineers
Required
Mere
Mortals
Allowed
smart email
marketing
automation
bots
bot building
platform
Engineers
Required
Mere
Mortals
Allowed
website
content
management
system
BETTING BIG ON BOTS:
¯_(ツ)_/¯
HELPHELPC U S T O M E R SC U S T O M E R S
WHATEVERWHATEVERtheytheyW A N TW A N T
W I T HW I T H
Chat With Support
¯_(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
CONVERSATIONS
Marketing Hub - Sales Hub - Customer Hub
COMING IN 2018
SP
Market
ing
Sales
Customers
Platform
SP
Platform
Point Products
“None of the platforms gives 

me everything I need.”
open platform > closed platform
FRI ENDLY ADVICE :
Start with a core
platform and then
plug in the gaps.
SP
breed.Result: Best of
both worlds.Result: Best of
Con
nect
Marketi
ng
Hub Sales
Hub
Something’s
missing here
PLATFORM
Con
nect
Custom
erHub
Marketi
ng
Hub Sales
Hub
PLATFORM
CUSTOMER HUB
COMING IN 2018
INTRODUCING
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
Hear all the juicy details:
PRODUCT SPOTLIGHT
with Christopher O’Donnell
VP Product, HubSpot
at 4:15pm
SP
breathe.
Niranjana Shah
1948 - 2017
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
lovelove &&P E C EP E C E G R O W T HG R O W T H
Have questions/comments?
Join the discussion:
Website: aligningvectors.com

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