The Definitive Guide to Growth Hacking by Neil Patel & Bronson Taylor

The Definitive Guide to Growth Hacking Download PDF

What is Growth Hacking?

What is Growth Hacking?

Growth hacking is so misunderstood that there is a desperate need for this chapter. Few concepts have been as polarizing and revolutionary, simultaneously. Is it marketing in disguise? Is it a buzz phrase used to increase salaries? Is it the future of internet products? Let’s start at the beginning...

The short history of a controversial concept

The phrase “growth hacker” was coined by Sean Ellis in 2010. When I asked Sean why he felt the need to coin a new phrase he said that it stemmed from his frustration when hiring replacements for himself. I’ll explain.

Sean had helped a number of internet companies achieve incredible growth, and a few of them even had an IPO. Needless to say, Sean became the guy that the valley went to when they needed to grow their user base, and he would take equity and payment in exchange for his services. He essentially became a one man growth shop, setting up systems, processes, and mindsets, that could be maintained after he left. Eventually, he would hand over the keys to his growth machine to someone else, and he would ride off into the sunset. This is where the problems started.

While searching for his replacement he would often receive resumes that were legit, but not relevant. They had marketing degrees, and they had marketing experience, but they were still missing something. Sean knew that the kind of strategies he employed did not represent the typical playbook used by traditional marketers, and if he gave them the reins it would not be a good fit.

A traditional marketer has a very broad focus, and while their skill set is extremely valuable, it is not as necessary early in a startups life. In the first phase of a startup you don’t need someone to “build and manage a marketing team” or “manage outside vendors” or even “establish a strategic marketing plan to achieve corporate objectives” or many of the other things that marketers are tasked with doing. Early in a startup you need one thing. Growth.

Sean asked for marketers. He got marketers. So Sean changed what he asked for. The title of his watershed blog post was “Find a Growth Hacker for Your Startup” and the idea was born.

A growth hacker is not a replacement for a marketer. A growth hacker is not better than marketer. A growth hacker is just different than a marketer. To use the most succinct definition from Sean’s post, “A growth hacker is a person whose true north is growth."

Every decision that a growth hacker makes is informed by growth. Every strategy, every tactic, and every initiative, is attempted in the hopes of growing. Growth is the sun that a growth hacker revolves around. Of course, traditional marketers care about growth too, but not to the same extent. Remember, the power of a growth hacker is in their obsessive focus on a singular goal. By ignoring almost everything, they can achieve the one task that matters most early on.

This absolute focus on growth has given rise to a number of methods, tools, and best practices, that simply didn’t exist in the traditional marketing repertoire, and as time passes the chasm between the two discipline deepens.

Redefining product

Traditional marketers are skilled at understanding traditional products, but the internet has created a radical redefinition of the word product. For thousands of years a product has been a physical good, but now they are invisible bits and bytes in the form of software products. Products used to only be things like cars, shampoo, couches, and guns. Now Twitter is a product. Your online accounting software is a product. Things you can’t hold, per se, are products. This transition is most responsible for the new age of growth hackers. The internet has given the world a new kind of product, and it demands a new kind of thinking.

For the first time, because of this redefinition, a product can play a role in its own adoption. Sound crazy? It is. A product like Facebook allows you to share their product with other friends to make your own experience on their platform better. Shampoo can’t do that. A product like Dropbox can give you free cloud storage if you get a friend to sign up with them. Couches don’t do that. If you don’t come to grips with this new classification of products that the internet has produced, you won’t fully grasp growth hacking.

Sean Ellis, that guy that coined the term “growth hacker,” was also the first person in charge of Dropbox’s growth. He understands what is new about internet products. Just look at the growth scheme in this screenshot:

Growth hackers understand the latent potential of software products to spread themselves, and it’s their responsibility to transform this potentiality into a reality.

Redefining distribution

Despite the importance of product, it would be foolish to restrict your activities to only the product. The same internet that redefined product has also redefined distribution, and not all distribution is within the product. Those with a strong understanding of how people flow online will be able to use that knowledge for the sake of their startup’s growth.

Consider the highway system built in America starting in the 1950s. McDonald’s understood that the interstate roads were a new channel for getting customers, and they took advantage of this. Exits are littered with golden arches to this day. This was an example of off-line growth hacking (if there is such a thing).

The internet is the modern counterpart to this analogy. If you grock the invisible online maps that now direct people, data, and ideas, then you can setup your own golden arches where you know they will be seen. Here are some basic examples to get you thinking in the right direction:

  • Instead of highways providing a way to brick and mortar businesses, we have search engines providing a path to digital businesses. Those who master SEO are being seen by everyone who drives by digitally.
  • Instead of roads that lead us to local movie theaters, we choose to browse YouTube. Those that truly understand this will be able to get eyeballs on their product in a number of different ways.
  • Instead of streets providing a way to our friend’s house, we opt to socialize using Facebook. Those who are aware of this will be able to inject their own agenda into the conversation in implicit and explicit ways.

There are many more examples of the online infrastructure that is creating massive opportunities for product distribution, but the point is that those with an accurate notion of how people move about online will have growth advantages that are hard to imagine. Above are the examples that we all sort of get, but there are hundreds of other examples that take work to uncover, and that’s where the notion of a hacker comes in.

What does the “hacker” in growth hacker mean?

The word hacker has a few different definitions and connotations that inform the meaning of growth hacker.

  • Ingenious Hacker

    Hacker is sometimes used to refer to someone who is clever, original, or inventive. They will use whatever is at their disposal to create a solution that might have been overlooked by others. A “life hacker” would be an example of this use of the term. This same attitude is found in growth hacker because they are forced to be ingenious if they are going to achieve growth. Paths to growth are not usually obvious and it takes extreme creativity to find them.

  • Software Hacker

    Hacker is sometimes used to refer to a software engineer, and while a growth hacker may or may not be a programmer, they use technology based solutions to achieve many of their goals. Growth hackers will use software, databases, API’s, and related tools to grow a startup. If a growth hacker is also a programmer they can sometimes make progress more efficiently, but this isn’t required. However, a growth hacker must understand technology very deeply to be successful. If a growth hacker isn’t a programmer they will still have to understand programming enough to coordinate others who do write code. Remember, products are now technology based, and mastering the technology will be essential for growth.

  • Illegal Hacker

    Hacker is also used to describe someone who gains unauthorized access to a system. They break into something without permission. A growth hacker will not hack in the illegal sense of the word, but they they will push the boundaries of what is expected or generally advised. A popular idea within computer hacking is “zero-day exploits”, which are security holes which create instant vulnerabilities once they are known. There are zero days between the knowledge of the security hole and the exploitation of the security hole. Likewise, a growth hacker will take advantage of similar kinds of exploits. When a new social platform releases an API a growth hacker might use it to gain users before the API is “fixed” to close the hole they used. Growth hackers are on the lookout for system weaknesses which will allow growth.

What does growth hacking look like in practice?

Up until now we’ve been talking very philosophically about growth hacking. We went through its history, its definition, and what makes it new in the marketplace of ideas. But I know what you’re thinking — give me an example!

In one sense the rest of this guide will be concrete examples, but here is one popular case study that we can use to wrap our head around growth hacking. It’s none other than the poster child of growth hacking, AirBNB. As many of you know, they allow anyone to convert their spare bedrooms into a hotel room that can be rented by perfect strangers. It’s an amazing idea, the execution is incredible, but growth hacking is what possibly put them on the map (pun intended).

They leveraged Craigslist, a platform with millions of users looking for accommodations, to increase their user base substantially. When you are filling out the form to list your bedroom on AirBNB they give you the option to also post the listing to Craigslist, so that it will show up there also, creating inbound links for you and for AirBNB as a platform.

This seems so obvious in retrospect, you may wonder why other companies hadn’t already saturated Craigslist with these kinds of cross postings, making it a noisy channel for customer acquisition. Good question. The answer lies in the fact that Craigslist didn’t have a public API. In layman’s terms, Craigslist didn’t offer an easy way for other companies (like AirBNB) to post to their service. There wasn’t a technological solution that AirBNB could implement easily, and there definitely wasn’t any reference documentation that AirBNB could use to make their listing appear on Craigslist automatically. Instead, they had to reverse engineer how Craiglist’s forms work, and then make their product compatible, without ever having access to the Craigslist codebase. API’s are easy. Reverse engineering is not.

Using this case study, think about how our philosophical meanderings from earlier actually ring true.

  • First, AirBNB did something that a traditional marketer would have a hard time envisioning, much less executing. A bachelors in marketing, as it is currently being taught, is not going to give you the tool set, or even the conceptual framework, to arrive at this sort of deep integration with Craigslist, especially sans API.
  • Second, AirBNB used their product as the primary means of distributing their product. The integration with Craigslist wasn’t something external to AirBNB’s app. It was a part of it. They didn’t run magazine ads to drive traffic to their product. The product drove traffic to itself.
  • Third, AirBNB realized that the distribution mechanism that they needed to hijack was Craigslist. No product exists in a vacuum and the users they needed were already congregating in a different location. So they got their attention.
  • Fourth, they were ingenious. They didn’t read about someone else using Craigslist to cross promote something. They thought of it themselves. Then they had the guts to execute on a beautiful solution when there weren’t any guarantees that it would actually work.
  • Fifth, their growth mechanism was heavily technology based. The team at AirBNB that pulled off this strategy had to have a lot coding expertise, and a general understanding of how web products are built in order to reverse engineer Craigslist.
  • Sixth, they took advantage of holes in an existing marketplace to acquire users. Craigslist didn’t create a public API for a reason. Craig Newmark doesn’t want you doing this on his service. AirBNB pushed the bounds of what is acceptable by not asking for an API, and moving forward without one.

In fact, it looks like Craigslist has “fixed” the vulnerabilities which allowed this integration. Now there is a FAQ answer on AirBNB’s site that says they no longer post to Craigslist. This serves as a great object lesson for growth hackers. Most growth mechanisms have a finite lifespan. It would be unwise for AirBNB to assume that they could post to Craigslist for the next 10 years, as if Craig would allow them to siphon off users little by little every day. But that’s ok. Taking advantage of this temporary opportunity gave them a base of growth that they could use to propel themselves forward.

The future of internet businesses

Growth hacking is an interesting trend that gives us glimpses into the future of internet based companies. There has often been a barrier between the product team, and those responsible for acquiring users for the product. The coders build. The marketers push. It seemed to work for a while that way. Now, those in charge of growth are having to learn what an API is, and those in charge of programming are having to think about the customer experience within the product. Worlds are colliding.

This cross pollination makes sense. If growth really is the lifeblood of an organization, then why wouldn’t growth be woven into every aspect of the organization. Even customer support should be done by people that think about growth because angry customers churn. And designers should design with one eye on growth because beautiful art alone doesn’t always acquire users. The future of internet companies, and the teams that build them, will not look like they did yesterday.

One more note on the future. For now growth hacking is relegated to startups, but eventually, growth hacking will be a part of fortune 500 companies. Startups generally lack resources, and the established relationships, that would allow them to be effective with the tactics of a traditional marketer, so they are somewhat forced to growth hack. However, there is nothing about growth hacking that cannot be applied to larger corporations. If growth hacking can work without resources, imagine what it can accomplish with resources.

Chapter 1 Summary

  • Marketers are important, but early in a startup you need someone with a narrower focus on growth.
  • The nature of internet products has produced a new way to think about growth. Product features can now be directly responsible for growth.
  • Distribution channels are being redrawn, and those that understand the movement of people online will have control over where they end up.
  • Growth hackers, using their knowledge of product and distribution, find ingenious, technology-based, avenues for growth that sometimes push the bounds of what is expected or advised.
  • AirBNB is a great example of a company that embodies growth hacking.
  • Growth hacking shows us a trend that will infiltrate more than the marketing department. Growth matters and multiple roles within companies will someday reflect that.
  • Growth hacking is primarily found in startups, but it will eventually be found in larger organizations.