Hacking Growth
How Today’s Fastest-Growing Companies Drive Breakout Success
About the book
Sean Ellis and Morgan Brown argue that companies such as Airbnb, Pinterest, LinkedIn, Facebook and Uber did not grow by building a good product and hoping it caught on, but through a deliberate method they call growth hacking. The authors compare it with Lean Startup in product development and Scrum in productivity, applied instead to winning market share. It relies on cross-functional teams and quick cycles of testing and iteration, aimed at acquiring, engaging and retaining customers and bringing them back to buy more. Ellis and Brown walk teams through building a growth strategy of their own, and note that large firms like IBM, Walmart and Microsoft also practice it.
Eric Ries endorsed it as an answer to the urgent need of companies to find growth fast, and Nir Eyal praised the authors for showing how to break down the silos between product, data and marketing teams.
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This book has 4 recommendations
Kyrylo Taranenko (Head of Marketing/Y-Productive)
The book is new (2017) and growthhacking is a real trend right now.
Eric Ries (Author/The Lean Startup)
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.
Nir Eyal (Author/Hooked)
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.
Annabell Satterfield (Growth Mentor/500 Startups)
Hacking Growth is the definitive guide to building authentic, sustainable, compounding growth for your company. If you want to know how proven growth practitioners at fast-growing companies do what they do-- pick up this book.
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Kyrylo Taranenko, Eric Ries, Nir Eyal, Annabell Satterfield