Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising – by Ryan Holiday
How strongly I recommend it: 6/10
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This book is short and simple. It doesn’t dive into the field too much, but it provides a good starting point to understand what has been going on with the explosive growth of some startups in the last years.
A growth hacker doesn’t see marketing as something one does, but rather as something one builds into the product itself. The product is then kick-started, shared, and optimized (with these steps repeated multiple times) on its way to massive and rapid growth.
In the absence of big budgets, start-ups learned how to hack the system to build their companies.
A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable.
How do you get, maintain, and multiply attention in a scalable and efficient way?
The best marketing decision you can make is to have a product or business that fulfills a real and compelling need for a real and defined group of people—no matter how much tweaking and refining this takes.
Isolating who your customers are, figuring out their needs, designing a product that will blow their minds—these are marketing decisions, not just development and design choices.
Who is this product for? Why would they use it? Why do I use it?
Testing until we have a product worth marketing. Without this jump you’ll go nowhere.
You can’t expect people to come to you; you had to pull them in.
A very common question: Where do I find the right people? If this isn’t immediately obvious to you, then you don’t know your own industry well enough to even consider launching a product yet.
The more innovative your product is, the more likely you will have to find new and novel ways to get at your customers.
Virality isn’t something that comes after the fact. Instead, the product must be inherently worth sharing—and then on top of that, you must facilitate and encourage the spreading you’d like to see by adding tools and campaigns that enable virality.
Growth hacking fundamentally reduces the costs of being wrong, giving us freedom to experiment and try new things. Is a mind-set rather than a tool kit.