Yesterday the book “Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success” was released. In it, Sean Ellis and Morgan Brown systematically explore the tactics used by fastest-growing companies today.
It’s a book many business people (and all marketers) will benefit from reading. While you might not want to launch the next Facebook, Uber, Dropbox, or AirBnB, it’s still helpful to know how these companies achieved their outsize success.
Growth Hacking is defined as “a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business.”
The book is presented in two parts. Part one covers the method and process of growth hacking.
“Big successes in growth hacking come from a series of small wins, compounded over time. Each bit of learning acquired leads to better performance and better ideas to test, which lead to more wins, ultimately turning small improvements into landslide competitive advantages.” – Hacking Growth
Yes, this reads a list of ingredients for buzzword soup. But “Hacking Growth” becomes more of a playbook in its second half. It has actionable ideas about how to run marketing experiments, how to structure a growth team, how to qualify demand for products, and processes and tools to accelerate business growth.
You don’t have to work at an aggressive upstart to reference these ideas in pursuit of your business goals. And even if you don’t care about marketing, it’s fascinating to peek inside the companies disrupting and in some cases expanding the global economy.
Find it at your favorite local bookstore. (And maybe some of those local bookstores will benefit from these ideas as well.)