The Medium is the Message: The One Growthhack to Rule Them All by Patrick Vlaskovits

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The Medium is the Message: The One Growthhack to Rule Them All by Patrick Vlaskovits

Author of The Lean Entrepreneur

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The Medium is the Message: The One Growthhack to Rule Them All by Patrick Vlaskovits

  1. The  Medium  is  the  Message:  The One Growth Hack to Rule Them AllGrowthhacker  Live  Conference  –  4/27/2013    Patrick  Vlaskovits  @Pv  vlaskovits.com    
  2. My  Book  
  3. I  helped  invent  “growthhacking”  with  Sean  Ellis  &  Hiten  Shah  in  June  2010.    
  4. Boom.  
  5. This  is  How,  this  is  not  What  
  6. Business  plans  &  spreadsheet.  A  toy.  Life  begins  as  
  7. Risk  (you  can  measure  this).  Uncertainty  (impossible  to  measure).  Your  fundamental  domain  is  
  8. Your  Team  Maintains  the  boundaries  of  organizaMon.  Moves  fast  and  breaks  things.  (Maybe  even  people.)  
  9. Your  Product  Has  analogs  and  compeMMon  is  on  features.    Empowering  people  to  do  new  stuff.  
  10. Your  Death  CompeMMon  stabs  you  repeatedly  and  dances  on  your  grave.  You  die  of  thirst  in  the  desert.  Alone.  No  one  knows  or  cares.  
  11. The  Irony  of  Successful  InnovaPon  End  up  here  (the  wallpaper).  Start  here  (The  New  New  Thing).  This  includes  innovaPon  in  product  and  business  model.      
  12. How  Everyone  Views  DisrupPve  Ideas  Bad  Ideas   Good  Ideas  Indeterminate  Ideas  
  13. The  Reality  Bad  Ideas   Good  Ideas  Indeterminate  Ideas  
  14. InnovaPve  products  don’t  fit  in  exisPng  sales  &  markePng  channels.        “The  Medium  is  the  Message.”  -­‐Marshall  McLuhan    InnovaPve  products  demand  innovaPve  context  and  mediums.  
  15. RETWEET  THIS  -­‐  hVps://twiVer.com/Pv/status/328956998244777984    
  16. The  Medium  is  the  Message      How  you  get  to  the  customer  is  as  important,    if  not  more,  then  what  you  get  to  the  customer.    ExisMng  mediums  provide  wrong  context  for  innovaMve  products.    (Important  corollary:  innovaMve  mediums  need  innovaMve  content  to  maintain  context.)        
  17. B.Y.O.C.  •  Fundamentally,  growth  hacking  is  NOT    mastery  of  >>exisPng<<  markeMng  eg  for  online  SEO,  SEM,  PPC,  viral  markeMng  etc  etc  •  Growth  hacking  is  true  innovaMon  in  sales  and  markeMng  mediums.  •   Ergo,  different  than  tradiMonal  VP  of  MarkeMng  role.  (ExecuMon  of  best  pracMces)  •  “Bring  Your  Own  Channel.”  –  Sean  Ellis  
  18. Message  Tupperware  Xerox  copiers  The  4-­‐Hour  Chef  (Ferriss)  Cubism  (Picasso)  Tesla  (Musk)  PayPal  YouTube  Instagram  Facebook  (Zuck)  Street  skaMng  (Hawk)  GoPro    Medium  Home  parMes  Direct  sales,  selling  consumables  BitTorrent  Art  dealers  as  patrons  Stores,  not  dealerships  eBay  Embeds  (?)  Status  &  bragging  via  iPhone  Photo  tagging  VHS  (?)  AcMon  Sports  The  Medium  is  the  Message  Vice  versa?  
  19. Message  Growthhacking  Flurry  as  ad  network  Apple  products  The  Lean  Startup  book  Lean  Entrepreneur  book  Veronica  Mars  Zach  Braf  sequel  ?  Novel  content    Medium  ‘Sohware  eaMng  the  world’  AnalyMcs  Apple  as  retail  experience  Crowdfunding  Crowdfunding  Crowdfunding  Crowdfunding  3D  prinMng  &  digital  fab  Nejlix    The  Medium  is  the  Message  Vice  versa?  
  20. How  to  Avoid  Death:    Convexity  +  Lean  Startup  
  21. Non-­‐linear  upside,  limited  downside  
  22. You  Have  Been  Warned      •  Want  exponenMal  growth?  à  The  Medium  is  the  Message.    •  Hockey  sMck  is  outcome  of  discovering/manufacturing  an  uncontested  markeMng  channel.  •  Test  with  convexity.  Don’t  punish  ‘failure’.  •  Steal.  Copy.  Remix.  •  ‘Think  Different’  –  Steve  Jobs  ß  The  Medium  is  the  Message.  •  PS  Big  thanks  to  Venkatesh  Rao  of  RibbonFarm.com  for  TMITM  framing.  Read  his  blog.  
  23. @Pv  

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