Quick timeline of Growth Hacking phenomena
- 2010 Dropbox growth lead Sean Ellis coined the term- find a growth hacker for your startup. http://www.startup-marketing.com/where-are-all-the-growth-hackers
- 2010 Andrew Chen- to talk about Airbnb/Craigslist. The central idea was that a conventional, positioning/messaging driven marketing approach would not have allowed to build the features. Designing/building product+features that lead to customer acquisition. Some technical function.
- 2012 gint- http://thenextweb.com/entrepreneur/2012/10/28/build-it-and-they-wont-come-how-and-why-growth-hacking-came-to-be/
- 2012 Ryan Holiday: Everything is Marketing: How Growth Hackers redefine the game http://www.fastcompany.com/3003888/everything-marketing-how-growth-hackers-redefine-game
- “At the core, marketing is lead generation” What does it mean to generate? To produce, to beget. To form. To bear and to birth.
- Neil Patel wrote a guide: http://www.quicksprout.com/the-definitive-guide-to-growth-hacking-chapter-1/
- Growth hacker is different from marketer- all about growth. More users, more customers, fast, easily. Airbnb -> craigslist. Craigslist didn’t have a public API.
- Jon Yongfook: “Growth Hacking is just a good way to describe how marketing is done at a startup.” -> “There is a particular focus on the application of technology”. http://yongfook.com/actionable-growth-hacking-tactics.html
- Ryan Gum: “Growth hacking is not a marketing strategy.”
- Aaron Ginn: Defining A Growth Hacker: Growth Is Not A Marketing Strategy techcrunch- kinda bad reception http://techcrunch.com/2012/10/20/defining-a-growth-hacker-growth-is-not-a-marketing-strategy/
- April/August 2012- Quora.com – What is Growth Hacking?
- 2012 Intercom’s Des Traynor blog.intercom.io – If-its-important-dont-hack-it
- For Shopify, the total number of stores created is a bad metric as it can increase with no new value to the business. Alternatively, for a company blog things like pageviews or shares are equally bad as they can increase with no new value created. This is how the blogs evolve into junky list posts, cat pictures, news-jacking, and other crap. The metrics will go up but with no new visible new value to the company, and often some hard to quantify brand damage.
- 2013 Holiday- http://www.fastcompany.com/3013859/the-secret-that-defines-marketing-now
- Sept 16 2013- Holiday – http://www.forbes.com/sites/danschawbel/2013/09/16/ryan-holiday-why-all-marketers-should-be-growth-hackers/
- Instagram started as a social network called Burbn. It pivoted and become a photo app. That’s a growth hack. Airbnb was at one point getting 40% of its customers from its “Get Free Stuff/ Referral Program.” That’s a growth hack. Hotmail built itself with a PS I Love You signature at the bottom of every email. Gmail launched as invite only. Mailbox got a million users in a week with a public queue for new users. Those are growth hacks. Tim Ferriss turned his last book into a #1 bestseller by partnering with Bittorrent to give a huge chunk of it away for free.
- You can go on and on, but basically, these companies broke the rules of marketing and built huge brands as a result and they did it very very quickly. What they didn’t do is illustrative. They didn’t spend a ton on paid advertising. They didn’t throw a bunch of big parties. They didn’t court a ton of media (it came as a result of their overnight popularity). They didn’t try to get some celebrity endorsement. All of that makes me question the wisdom of most marketing books and blogs out there.
- May 2013: Griggs http://venturebeat.com/2013/05/10/6-important-lessons-from-this-years-growth-hacker-conference/
- Jun 11 2013- Ryan Holiday: “Growth Hacking”- what they call it in silicon valley. https://medium.com/i-m-h-o/heres-some-marketing-advice-your-product-is-terrible-68b4a602def6 One-liner: Marketing gimmicks can’t save anything that’s pre-PMF.
- Sept 2013- Holiday releases Growth Hacker Marketing http://www.ryanholiday.net/my-new-book-growth-hacker-marketing-is-now-out-why-i-wrote-it-and-how-to-get-it/ (see also: http://www.slideshare.net/ryanholiday/9-tactics-of-a-media-manipulator-how-to-control-and-influence-blogs)
- Sept 2013 Holiday- http://mashable.com/2013/09/02/growth-hacking/
- Sept 2013 Melinda Beyerly https://medium.com/i-m-h-o/the-myth-of-growth-hacking-6dc83c5d22b2
- Much like “social media marketing” and “public relations” and “television advertising” were coined for their mediums, growth hacking is a subset of direct marketing and internet advertising that works with the product team, and uses computer science and engineering development, to reach customers directly. On the whole, internet advertising is a subset of direct marketing.
- Jan 10 2014- https://twitter.com/dhh/status/421416205048487936
- Jesse Farmer @jfarmer Jan 10
- @MJB_SF @dhh @SeanEllis We’re debating which is true:
- 1. GH ⊂ marketing
- 2. marketing ⊂ GH
- 3. Neither (1) nor (2), but GH ∩ marketing ≠ ∅
- @jfarmer @MJB_SF @dhh @SeanEllis Most self-identified growth hackers say (3), most marketers say (1), and the world spins on.
- Jesse Farmer @jfarmer Jan 10
- Jan 2014: Growth Hacking Is Bull http://marketingland.com/growth-hacking-is-bull-69635
- 2014 Intercom’s Ben McRedmond: Growth hacking is bullshit http://blog.intercom.io/growth-hacking-is-bullshit/
- Jun 2014- Chris Riley http://devops.com/blogs/devops-growth-hacking-ways-rule-world/
- July 2014- Dilbert http://dilbert.com/strips/comic/2014-07-10/
- 2014- ReferralCandy’s Dave Fallarme http://www.slideshare.net/dfallarme/growth-hacking-a-crash-course
- Growth with skills, not money
- intersection of product/marketing/tech
- Acquisition: What channels most effective? (analytics) -> what attracts people to our product? (behavior) -> how to scale? (tech)
- Traction + GH skills + Framework
- http://www.growthhuddle.com/why-growth-hacking-could-be-killing-your-startup/ dec 14
- “As someone said earlier, “PRODUCT” has been one of the 4 Ps of marketing for decades, its nothing new to us. “
- http://andrewchen.co/viral-marketing-is-not-a-marketing-strategy/ – 2007
- Instead, it’s something that needs to bridge both soft and hard skills. You need an interesting combination of skills, including:
- Understanding the motivations behind user behaviors
- Understanding and exploiting the technical loopholes to create viral loops
- I think that the fundamental compartmentalization of these two skillsets is what ultimately drives huge companies being worse at viral products than startups.