suggests trying to write an FAQ for this product you’re developing. (That way you can address, in advance, potential user issues and questions.)9 Or try to define the crucial parts of the user experience by making mockups of pages, writing hypothetical case studies so you can actually start to see what it would look like and who it would work for a

how do you get, maintain, and multiply attention in a scalable and efficient way?

doesn’t have to be this way. The tools of the Internet and social media have made it possible to track, test, iterate, and improve marketing to the point where these enormous gambles are not only unnecessary, but insanely counterproductive.”

“working backwards from the customer.”

“Marketing has always been about the same thing—who your customers are and where they are.”5 What growth hackers do is focus on the “who” and “where” more scientifically, in a more measurable way.

To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.

Look, virality at its core is asking someone to spend their social capital recommending or linking or posting about you for free. You’re saying: Post about me on Facebook. Tell your friends to watch my video. Invite your business contacts to use this service. The best way to get people to do this enormous favor for you? Make it seem like it isn’t a

Users have to be pulled in. A good idea is not enough. Your customers, in fact, have to be “acquired.” But the way to do that isn’t with a bombardment. It’s with a targeted offensive in the right places aimed at the right people.

Apple has been particularly forward-thinking in the art of crafting publicness into their product and marketing strategy.