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.)
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
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?
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?
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.