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

Cofounder & CEO at Superpowered
May. 1, 2013
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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 All Growthhacker  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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