
Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

Growth teams should generally convene once a week, and the growth lead should run those meetings (which we’ll offer guidance on how to do shortly).
Morgan Brown • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
Which brings up a key point: when you do focus on instrumenting virality, it’s important that you follow the same basic principle as for building your product—you’ve got to make the experience of sharing the product with others must-have—or at least as user friendly and delightful as possible.
Morgan Brown • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
the ability of companies to stay connected to their products after sale “shifts the focus of a company’s customer relationship from selling—often a predominantly onetime transaction—to maximizing the customer’s value from the product over time.”
Morgan Brown • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
The intersection size in the Jaccard index is how many people buy both peanut butter and jelly together, while the union is how many people bought either peanut butter and jelly independently. For example, if you find that 30 people have purchased both peanut butter and jelly together, while 100 people have purchased either peanut butter or jelly i
... See moreMorgan Brown • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
Learning more by learning faster is also the goal—and the great benefit—of the high-tempo growth hacking process. The companies that grow the fastest are the ones that learn the fastest.
Morgan Brown • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
If you do decide to introduce some positive friction, there are two additional tactics in particular that have proven quite successful: questionnaires and gamifying the new user experience.
Morgan Brown • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
Another common misunderstanding about viral growth stems from the definition of a viral product as it’s generally understood in the growth hacking community, which is that to be truly viral, the product must have a viral coefficient (or K-factor) of greater than 1. This means that each new user who signs up brings in one or more new people to the p
... See moreMorgan Brown • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
Decisions about what experiments to run must be made rigorously, and most growth teams have adopted the practice of a minimum viable test (MVT), the least costly experiment that can be run to adequately vet an idea. If the MVT is successful, the team will invest in a more robust follow-on test or more polished implementation of the concept.
Morgan Brown • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
In crafting triggers to try out, the set of six principles of persuasion that Robert Cialdini presents in his book Influence are also invaluable. We mentioned one earlier, in discussing his insight that once people take an action of whatever kind, they are more inclined to take that action again. Here is the full set: Reciprocity—whereby people are
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