Deck on Scalable Product Led Growth

1. On Scalable Product-Led Growth
28/09/2019

2. One: “growth hacks” are retrospectively
applied to describe the moment when there is
PMF and a new growth channel hits

3. Two: NPS is the ultimate flywheel. Impact of a
loved product instead of a liked product, is
10X

4. With the right structure: no friction to launch,
no friction to test and strong incentives
alignment -> “hacks” will appear.

5. Three: you cannot engineer growth hacks, but
you can engineer the ingredients to improve
the chances you strike gold

6. Okay...well before we invest in creating an
environment that can generate high beta
growth hacks, what is the payoff?

7. The optimal outcome is the Robinhood or
TransferWise case where 80% of your
acquisitions are from WOM/referrals

8. Second best is organic as the leading
channel, driven by strong WOM

9. Let’s talk about how this is repeatable and
achievable

10. 1. Supreme Customer Adoration
2. Deconstruct Product in Granular Variables to
Empower Bottom Up Experimentation
3. Be Ruthless About Unemotional Shipping
4. Motivate and Compensate toward local
maximas
5. No Channel Left Untried

11. 1. Supreme Customer Adoration
2. Deconstruct Product in Granular Variables to
Empower Bottom Up Experimentation
3. Be Ruthless About Unemotional Shipping
4. Motivate and Compensate toward local
maximas
5. No Channel Left Untried

12. Put NPS front and center, make it a goal.
Amazon and Apple have NPSs of 85-90.

13. Tree your responses. NPS after sign up flow.
NPS after signing contract. NPS after
onboarding to the platform. NPS after churn.

14. Bucket your responses. Use manual data
entry or Figure Eight to automate the
categorization. What is the largest bucket?
How is it trending?

15. Publically share the worst and the ugly.
Disregard the 10 responses and 5 star
reviews. Focus on the detractors.

16. 1. Supreme Customer Adoration
2. Deconstruct Product in Granular Variables to
Empower Bottom Up Experimentation
3. Be Ruthless About Unemotional Shipping
4. Motivate and Compensate toward local
maximas
5. No Channel Left Untried

17. Facebook’s market leadership is, partially,
built on the fact that an intern shipped the
Events product to plan a party

18. Low friction to ship a test, low friction to
track a test and a strong culture of
accountability.

19. Low friction to ship a test, low friction to track
a test and a strong culture of accountability.
This is tech infra. Mostly, building your product
as if everything is a variable that can be
changed via a Remote Config file.

20. Low friction to ship a test, low friction to track a
test and a strong culture of accountability.
This is tech infra. Mostly, building your data
infra so that data flows from your A/B testing
platform to your BI tool seamlessly.

21. Low friction to ship test, low friction to track
test and a strong culture of accountability.
This is culture. And, this is achievable with
strong north star metrics, clear OKRs and
data accessibility.

22. E.g.
Low friction to ship a test
In Firebase Remote Config, set Referral CTA to “Share
the Love”
Low friction to track a test
Variants/Control data automatically show in Google
Optimize and BI tool. Test leads to 20% more referrals!
and a strong culture of accountability.
Result is stat sig. Team scales new copy to 100%

23. Copy variables are the low hanging fruit. This
approach scales up to complete features

24. 1. Supreme Customer Adoration
2. Self-Serve Analytics to Empower Bottom Up
Experimentation
3. Be Ruthless About Unemotional Shipping
4. Motivate and Compensate toward local
maximas
5. No Channel Left Untried

25. Once a story goes into dev, there should be
an understanding of what the success criteria
is and the pace of scaling, if successful,
should be explicit

26. A paired metric should always be tracked.
With its own stat sig result that becomes the
trigger event for “no clear/evident downside
risk to see here”.

27. 1. Supreme Customer Adoration
2. Self-Serve Analytics to Empower Bottom Up
Experimentation
3. Be Ruthless About Unemotional Shipping
4. Motivate and Compensate toward local
maximas
5. No Channel Left Untried

28. Assign personal OKRs to individuals and
compensate their performance based on
metric growth, within the constraints of the
paired metric

29. “Never, ever, think of something else when
you should be thinking about the power of
incentives” -Charlie Munger

30. 1. Supreme Customer Adoration
2. Self-Serve Analytics to Empower Bottom Up
Experimentation
3. Be Ruthless About Unemotional Shipping
4. Motivate and Compensate toward local
maximas
5. No Channel Left Untried

31. There is no shortage of channels to try. You will
always be trying new channels.

32. 1. Facebook
2. Adwords
3. Google Display Network
4. DSPs
a. Criteo
b. Trading Desk
c. Etc.
5. Pinterest
6. Quora
7. NextDoor
8. Radio
9. Direct Mail
10. Influencer Marketing
a. Influencer Marketing with Rappers
b. Influencer Marketing with Moms
c. etc.
11. Conferences
12. Affiliate Networks
13. Local Events
14. Content Marketing
15. Guerilla Marketing
16. Distribution Partners
a) Integrators
b) Complements
c) Ecosystems
17. Guest Blogging
18. “Hacks”
a) Hack email databases
b) Hack addition/creation of
content to key surface area
19. PR
20. OOH

33. It is useful to reiterate the opening comment on
nailing a growth hack.

34. One: “growth hacks” are retrospectively
applied to describe the moment when the
PMF hit and a new growth channel that hits
was added

35. With the right structure: no friction to launch,
no friction to test and strong incentives
alignment -> “hacks” will appear.

36. 1. Supreme Customer Adoration
2. Self-Serve Analytics to Empower Bottom Up
Experimentation
3. Be Ruthless About Unemotional Shipping
4. Motivate and Compensate toward local
maximas
5. No Channel Left Untried
6. Bonus: Hire a technician to start and replace
with a professional manager

37. A professional manager may default to
information control and massage messaging
on failures.

38. A technician will look at the system and know
that each failure and each validated unit of
learning brings the team closing to the “hit”.

39. fin