Anuj Adhiya - Growth Hacking For Dummies

Growth Hacking For Dummies

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Copyright 2020 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2020904218

ISBN: 978-1-119-61213-1; 978-1-119-61217-9 (ebk); 978-1-119-61216-2 (ebk)

1. Chapter 4
2. Chapter 5
3. Chapter 8

1. Chapter 1
2. Chapter 2
3. Chapter 3
4. Chapter 4
5. Chapter 5
6. Chapter 6
7. Chapter 7
8. Chapter 8
9. Chapter 9
10. Chapter 10
11. Chapter 11

Welcome to Growth Hacking For Dummies!

First, a little bit of history. The concept of growth hacking became popular toward the middle of the 2010's, and its ideas have been used by some of the worlds fastest-growing companies to unlock breakout growth. You might already have heard about growth hacking and how it has contributed to the growth of the fastest-growing start-ups over the past decade. You may even have read about how growth hacking has transformed the marketing field as well as how products are developed. What you may still be unclear about is what this growth hacking concept really is.

Growth hacking has always existed, but before the phrase was coined by Sean Ellis, no one had a well-defined way to describe the process a process, mind you, that was already being practiced with great success in areas of innovation like Silicon Valley. I was lucky enough to find Sean, and then work directly with him, as the popularity of the concept began to explode and helped cement its status as a concept that start-ups cannot ignore if they are to raise the odds of unlocking breakout growth. Start-ups aiming to replicate the success of bigger companies are looking to understand what these successful companies did differently that helped change the trajectory of their growth.

Over the past five years, having been part of (and leading) growth teams and mentoring start-ups on implementing growth hacking methodologies, I found that there was a need to write a digestible guide that someone like me who previously had no background with start-ups, growth, marketing, or product development could understand and use.

Growth hacking has now taken its place among other buzzwords among those familiar with the start-up and tech space. In this book, I clear up some of the biggest misunderstandings on what growth hacking is and, most importantly, what it is not. The information in this book will give you the confidence to be successful using the growth hacking methodology. Even if youre familiar with the core concepts of growth hacking, this book may still introduce you to a different way of looking at growth, marketing, and product concepts and may also provide you with some tips on how best to explain to others exactly what growth hacking is.

This is a book about clarifying growth hacking's intent. The entire point of the practice is to grow the value you deliver to your customers. You do that by implementing a cross-functional process of testing and learning that involves key stakeholders companywide. This book is as much about the process as it is about the people you call on to execute it and the kind of culture a company needs if this methodology is to take root and bear fruit. This is also a book about how important it is to align your goals with those of your customers and develop empathy for their needs and motivations if youre going to truly find a path to sustainable growth.

When I can, I include real-world examples from my experiences and conversations with other growth professionals.

Whether youre a founder, an executive, or a marketing/growth/product professional, you'll find something worth reading in Growth Hacking For Dummies.

To get the most from this book, I assume that you

• Have worked for, are working for, or want to be working for a company that is moved beyond product-market fit. You shouldnt be growing something that you havent validated a need for.
• Are willing to let data help you make decisions about how you identify your best growth opportunities.