The document discusses how to grow a company rapidly through product-market fit and culture. It emphasizes focusing on a single product module early on, closely monitoring key metrics, and iterating quickly based on user feedback to achieve product-market fit at scale. It also stresses the importance of establishing the right entrepreneurial yet professional culture through discipline, attention to detail, and living the company values in all interactions both internally and externally.

1. Why are we here?
• Create
• Create impact
• Create a solution/product that helps people/companies/our
selves/someone
• Create companies that sustainably can innovate constantly in order to
be of major relevance to the many stakeholders in society
And do it fast - GROWTH

2. How much growth to have a real company?
Dunbar 148
Unit #soldiers
Group 6-8
Platoon 25-30
Company 100-150
Batallion 700
Product/market fit Scaling

3. Early days, a growth example

4. Hacking to get PMF at scale – who are you?
Commercial activities
(Making them test at scale)
• PR activity:
• “Thought leadership" strategy (DK only)
• Leveraging high profile projects
• Story telling around team and cases
• Digital channels, external
• LinkedIn groups and filtering
• Email Cannons + outreach.io to automate
personal emails
• Twitter filtering
• Outsourcer to ping relevant contacts a DM to
check out GB
• Intercom focus ( emails, and calls and
announcements )
Product activities
(Making them happy -> Love)
• Focus on only one module
• Focus on key metrics – SEASER (supported by
Tableau et al)
• Bring Design & Dev closer to iterate faster
• User's complaints are (almost) always right, keep
digging to understand …
• … But user's suggested solutions are often wrong
• Robust QA
• Speed & reliability – iOS
• Speed & reliability - Website

5. HAIL SEASER!

6. Co-founder & Exec
From zero 400+
1997-2000
IPO 2000
EUR ½bn
Sold to Eniro 2001
EUR 0,1 bn
CEO & Chairman
From 40 to 1000
2008-2013
IPO
EUR 2 bn
FTSE 250
EUR 3 bn
Chairman
From 40 to 450+
2013-
75% exit
EUR ++
Still speeding
EUR ++
Big growth

7. The right culture?
Creativity
Fun
Energy
Passion
Ambition
Team
Entreprofessional Whatever!

8. Entreprofessional
Entrepreneurs Professional

9. Hacking to scale – who you are!
Be super disciplined …
• It goes for everybody
• It is a big thing
• Risk your own neck
• Risk being seen as ridicoulous
• Expose your self
… and detail oriented
• How you interview, e.g. use your manifest
• How you intro, e.g. collect your own table
• What are you eating, e.g. McDonalds?
• What you wear, e.g. what tie are you
wearing?
• Offsite activities, e.g. did you join the strip
club? (hmm …)
• Language you use, e.g. ”tikka-tik”, the JAM
• How you use humour, e.g. ”I am
emotionally un-intelligent, therefore …”

10. 2 very different kinds of hacking
PMF
• External journey
• Adapting to other people
• Constantly improving
• Particular CEO focus early days
Culture
• Internal journey
• Other people adapting to you
• Constantly defending
• Particular CEO focus later days