Achieving 10x growth doesn't come overnight. Instead, taking a hypothesis-driven incremental approach is the only way to pivot towards product market fit and growth.

1. Growth is a
Marathon

2. HELLO!
I am Yi-Wei
Currently Growth Lead @ TradeGecko
Hit me up at @yiweiang
2

3. Who’s here today?
Are you a:
▸ Product?
▸ Marketer?
▸ Founder?
▸ Everyone else?
3

4. Word on the street...
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You guys should
focus on getting
that hockey-stick
growth
You guys
should focus on
some 10x
efforts to grow
sales
You guys
should focus on
some 10x ideas
to grow leads
You guys need to
stop working on
basic stuff and start
shipping some 10x
features
Joe Schmoe, CEO

5. 10x ideasNever happen overnight
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6. 6
A hockey-stick curve isn’t
made out of one massive win
They’re made of many
incremental gains over
long periods of time

7. “Ship a 10x feature” is equivalent of saying...
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“Ship a blockbuster movie!”
Lost $75 million
Lost $63 million
Lost $73 million
Made $1.033B

8. (Un)fortunately, we live in a world where...
1. You don’t have the ability to
hide your losses the way
Hollywood does
1. It’s getting cheaper to
experiment
1. We have more data than ever
before
Don’t wait for the box
office to tell you if you’re
going to succeed.
Instead, experiment like
mad until you make it.
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9. “Create a repeatable process that has
the potential to continuously drive
growth.

10. A hypothesis driven approach
What is it?
Thinking of your work as a series
of small, continuous, experiments
to determine if a desired outcome
will be achieved.
Continue iterating until you’ve hit
your desired outcome
Why?
By having a falsifiable hypothesis,
you will know if we should
continue down a path or pivot to
something else
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11. What’s a good hypothesis?
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1. Small enough that you can test
and learn quickly
1. Has a set of known assumptions
1. Potential to impact to your bottom
line
1. Clear next steps you can take if
the experiment is successful
A hypothesis:
We believe that (doing x)
will (cause y)
We know that we have
succeeded when:
(metric a within b time)

12. Building an experimental backlog
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13. Think small, learn big
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Maximize Execution
Higher certainty / Higher Impact
Maximize Learning
Lower cost, lower certainty, lower impact
= experiments
Kill experiments
that don’t work
Double down on
experiments that do

14. A TradeGecko example..
The problem:
Growth of leads was not
proportional to content output
The hypothesis:
We believe that by providing free
tools on existing content, we can
increase leads generated.
We know that we’re successful if
we can increase leads by 10x on
our top landing pages.
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15. Our first experiment
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We managed to
● Increase engagement (heat map)
● Decrease bounce rate
But… No impact to leads :(
From one of our top blog posts...
Iteration #2Iteration #1

16. What if we provided a free download?
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Clear CTA with a
downloadable
Increased leads generated on
this page by 10x :)
Iteration #3

17. 17
Data-driven
experiments give
you confidence to
double down

18. Product
Traditional boundaries are getting blurred
MarketingEngineering Sales
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19. All of the
components of
product, engineering,
marketing, sales
need to work in
harmony to create a
desirable customer
journey
It’s called a “growth machine” because...
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20. In our Growth team, we have:
1 Product Manager
2 Designers
2 Engineers
3 Inbound marketers
1 Performance Marketer
1 SEO Specialist
1 Lifecycle marketer
1 Data analyst
TradeGecko’s Growth Team
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THANKS!
Any questions?
You can find me at @yiweiang & hello@yiweiang.me