Ryan Holiday - Growth Hacker Marketing
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Praise for Growth Hacker Marketing
Growth hackers are the new VPs of marketing, and this book tells you how to make the transformation.
Andrew Chen, Silicon Valley entrepreneur, essayist, and startup advisor
This book is a wake-up call for every marketing exec in the business. And a tutorial for engineers, IT, founders, and designers. Read it.
Porter Gale, former VP of Marketing at Virgin America and author of Your Network Is Your Net Worth
Finally, a crystallization and explanation of growth hacking in easy-to-understand termsand better, real strategies and tactics for application.
Alex Korchinski, director of growth at Soma
Holiday is part Machiavelli, part Ogilvy, and all results.... This whiz kid is the secret weapon youve never heard of.
Timothy Ferriss, author of The 4-Hour Workweek
Ryan captures the power of the growth hacker mindset and makes it accessible to marketers at companies of all types and sizes. If you dont see a boost in results after reading this book, something is wrong with your product.
Sean Ellis, former growth hacker at Dropbox and Eventbrite, founder of Qualaroo, and inventor of the word growth hacker
Ryans strategies and tactics will help every lean entrepreneur trying to grow their business and master the art of marketing and growth.
Patrick Vlaskovits, coauthor of The Lean Entrepreneur
If youre looking to learn more about growth hacking, this new book from Ryan Holiday is a must-read.
Derek Halpern, SocialTriggers.com
Ryan has done something difficult and great with this book. He took the complex field of growth hacking and boiled it down to an easy-to-read guide on what you need to know. Growth hackers are redefining marketing, and Ryans book will put you a step ahead of the competition.
Aaron Ginn, growth hacker at StumbleUpon
PORTFOLIO / PENGUIN
GROWTH HACKER MARKETING
Ryan Holiday is a media strategist and prominent writer on strategy and business. After dropping out of college at nineteen to apprentice under Robert Greene, author of The 48 Laws of Power, he went on to advise many bestselling authors and multiplatinum musicians. He served as director of marketing at American Apparel for many years, where his campaigns have been used as case studies by Twitter, YouTube, and Google and written about in AdAge, the New York Times, and Fast Company.
His first book, Trust Me, Im Lying: Confessions of a Media Manipulatorwhich the Financial Times called an astonishing, disturbing bookwas a debut bestseller and is now taught in colleges around the world. He is currently an editor at large for the New York Observer and contributes to Thought Catalog from his home in Austin, Texas.
Ryanholiday.net
@ryanholiday
ALSO BY RYAN HOLIDAY
Trust Me, Im Lying:
Confessions of a Media Manipulator
The Obstacle Is the Way:
The Timeless Art of Turning Trials into Triumph
PORTFOLIO / PENGUIN
Published by the Penguin Group
Penguin Group (USA) LLC
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New York, New York 10014
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penguin.com
A Penguin Random House Company
First published in digital format by Portfolio / Penguin, a member of Penguin Group (USA) LLC, 2013
This expanded edition published 2014
Copyright 2013, 2014 by Ryan Holiday
Penguin supports copyright. Copyright fuels creativity, encourages diverse voices, promotes free speech, and creates a vibrant culture. Thank you for buying an authorized edition of this book and for complying with copyright laws by not reproducing, scanning, or distributing any part of it in any form without permission. You are supporting writers and allowing Penguin to continue to publish books for every reader.
LIBRARY OF CONGRESS CATALOGING-IN-PUBLICATION DATA
Holiday, Ryan.
Growth hacker marketing : a primer on the future of PR, marketing, and advertising / Ryan Holiday.
pages cm
ISBN 978-0-698-17691-1
1. Marketing. 2. Internet marketing. I. Title.
HF5415.H7246 2014
658.8dc23
2014016764
While the author has made every effort to provide accurate telephone numbers, Internet addresses, and other contact information at the time of publication, neither the publisher nor the author assumes any responsibility for errors or for changes that occur after publication. Further, publisher does not have any control over and does not assume any responsibility for author or third-party Web sites or their content.
Version_2
I prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles.
DAVID OGILVY
Nearly two years ago now, on what seemed like a normal day, I got in my car to leave my house, assuming it would be no different from any other workday. I had read the morning news, dealt with a few important employee issues over the phone, and confirmed lunch and drinks meetings for later in the day. I headed to the athletic cluba swanky, century-old private gym favored by downtown executivesand swam and ran and then sat in the steam room to think.
As I entered the office around ten, I nodded to my assistant and sat down at a big desk and reviewed all the papers that required my signature. There were ad designs to approve, invoices to process, events to sponsor, proposals to review. A new product was launching, and I had a press release to write. A stack of magazines had arrivedI handed them to an employee to catalog and organize for the press library.
My job: director of marketing at American Apparel. I had a half dozen employees working under me in my office. Right across the hall from us, thousands of sewing machines were humming away, manned by the worlds most efficient garment workers. A few doors down was a photo studio where the very ads I would be placing were made.
Excepting the help of a few pieces of technology, like my computer and smartphone, my day had begun and would proceed exactly as it had for every other marketing executive for the last seventy-five years. Buy advertisements, plan events, pitch reporters, design creatives, approve promotions, and throw around terms like brand, CPM, awareness, earned media, top of mind, added value, and share of voice. That was the job; thats always been the job.
Im not saying Im Don Draper or Edward Bernays or anything, but the three of us could probably have swapped offices and routines with only a few adjustments. And I, along with everyone else in the business, found that to be pretty damn cool.
But that seemingly ordinary day was disrupted by an article. The headline stood out clearly amid the online noise, as though it had been lobbed directly at me: Growth Hacker Is the New VP [of] Marketing.
What?
I was a VP of marketing. I quite liked my job. I was good at it, too. Self-taught, self-made, I was, at twenty-five, helping to lead the efforts of a publicly traded company with 250 stores in twenty countries and more than $600 million in revenue.
But the writer, Andrew Chen, an influential technologist and entrepreneur, didnt care about any of that. According to him, my colleagues and I would soon be out of a jobsomeone was waiting in the wings to replace us.
The new job title of Growth Hacker is integrating itself into Silicon Valleys culture, emphasizing that coding and technical chops are now an essential part of being a great marketer. Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of How do I get customers for my product? and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph....
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