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Hacking Growth Paperback – 8 May 2017
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"In an increasingly erratic business landscape, where new competition can emerge overnight, customers’ loyalties can shift unexpectedly, and markets are constantly being disrupted, finding growth solutions fast is crucial for survival. Hacking Growth provides a compelling answer to this urgent need for speed, offering companies a methodology for finding and optimizing new strategies to increase their market share and quickly." (Eric Ries, bestselling author of THE LEAN STARTUP)
"It used to be that designers and engineers were responsible for developing new products, data teams were responsible for number-crunching reports, and marketers were responsible for acquiring and monetizing as many customers as possible. But today’s companies can’t afford to be slowed down by organizational silos. Here, growth hacking pioneers Ellis and Brown show how to break down those traditional barriers and marry powerful data analysis, technical know-how, and marketing savvy to quickly devise and test ways to fuel breakout growth." (Nir Eyal, bestselling author of HOOKED)
"Ellis and Brown have accomplished what we’ve been talking about for twelve years, which is to compile and organize an accurate view into the inner workings of an emerging discipline. Their wisdom plus the anecdotes and stories have rarely been discussed outside a small circle of people, and they give real insight into how digital-growth hacking is done at the highest levels. As all companies become digital, this is a must-read for anyone in business." (James Currier, managing partner, NFX Guild)
"There is nothing more important for any business than attracting users and customers to your products. The tools to do this in today’s online-driven world are very different from the past. Hacking Growth will teach you how to think like a marketer of tomorrow. You will learn to do deep data analysis, and how to think about developing features into your products that drive growth directly." (Josh Elman, partner, Greylock Partners)
"Marketers realize that marketing as we’ve known it will be replaced by growth hacking. So what is it, how do you do it, and why do you need to? Morgan Brown and Sean Ellis help you ask and answer those questions in this brilliant book, made for those new to the art and science on how to hack growth." (Geoffrey Colon, Communications Designer at Microsoft and Author of Disruptive Marketing)
From the Inside Flap
'a compelling methodology... to increase market share quickly' -- Eric Ries, bestselling author of THE LEAN STARTUP
'a must-read for anyone in business' -- James Currier, managing partner, NFX Guild
'will teach you how to think like a marketer of tomorrow' -- Josh Elman, partner, Greylock Partners
Growth is now the first thing that investors, shareholders and market analysts look for in assessing and valuing companies.
HACKING GROWTH is a highly accessible, practical, method for growth that involves cross-functional teams and continuous testing and iteration. Hacking Growth does for marketshare growth what THE LEAN STARTUP does for product development and BUSINESS MODEL GENERATION does for strategy. HACKING GROWTH focuses on customers - how to attain them, retain them, engage them, and monetize them - rather than product.
Written by the method's pioneers, this book is a comprehensive toolkit or "bible" that any company in any industry can use to implement their own Growth Hacking strategy, from how to set up and run growth teams, to how to identify and test growth levers, and how to evaluate and act on the results. It is designed for any company or leader looking to break out of the ruts of traditional marketing and become more collaborative, less wasteful, and achieve more consistent, replicable, and data-driven results.
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Sean Ellis is the guy who coined the term "Growth Hacking" and is a co-author along with Morgan Brown for this book: Growth Hacking: How Today's Fastest Growing Companies Drive Breakout Success. The book covers in detail about this methodology that is in practice by not only tech companies or hottest startups but giants like IBM, Mircrosoft and Walmart too.
The book starts with one of the longest introductions I have ever read and I clearly understand the point of it since many of the readers might not have Silicon Valley background and needs an amount of education to understand the methodology it possess and how the book organised for a reader to further continue reading it. It does cover a lot of present day real-world case studies of different companies at various levels of growth or revenue. The authors try to dissect the growth hacking techniques implemented by sharks I earlier mentioned.
There are times where I found some the details the authors discuss deliberately to be unnecessary and that is the only negative I could find. The narrative voice might be slow for some of the readers but then the overflow of detailing in to a matter does that to a nonfiction book.
Some might think this book is for people who are titled to work as an Entrepreneur, Marketer or a Product manager or to construct a team of people that includes a composition of any of these. I do not agree with that. Though this book is full of case studies of proven strategies and poses in-depth pragmatic suggestions that might help you or your venture grow I think to enlighten by these strategies and acquire or re-create in them in your way whether you are a product manager or a developer or solopreneur. Knowledge gained from this book is going to help you.
4 out of 5!
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