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A Primer on the Future of PR, Marketing�and Advertising
A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven’t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy—growth hacking—to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions.
Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you’re responsible for building awareness and buzz for a product or service, this is your road map.
- Sales Rank: #6156 in Books
- Brand: Holiday, Ryan
- Published on: 2014-09-30
- Released on: 2014-09-30
- Original language: English
- Number of items: 1
- Dimensions: 7.75" h x .39" w x 5.10" l, .31 pounds
- Binding: Paperback
- 144 pages
Review
"Pragmatic and actionable...if you’re tasked with growing a company, you can’t afford not to read this book."
—Ryan Delk, Director of Growth, Gumroad
“Finally, a crystallization and explanation of growth hacking in easy-tounderstand terms—and better, real strategies and tactics for application.”
—Alex Korchinski, growth hacker at Scribd
"Growth hackers are the new VPs of marketing, and this book tells you how to make the transformation."
—Andrew Chen, Silicon Valley entrepreneur, essayist and advisor
“Ryan’s strategies and tactics will help every lean entrepreneur trying to grow their business and master the art of marketing and growth.”
—Patrick Vlaskovits, coauthor of The Lean Entrepreneur
�
"This book is a wake up call for every marketing exec in the business. And a tutorial for engineers, IT, founders and designers. Read it."�
—Porter Gale, Former VP of Marketing at Virgin America and author of�Your Network is Your Net Worth
�
"Ryan captures the power of the growth hacker mindset and makes it accessible to marketers at companies of all types and sizes. If you don't see a boost in results after reading this book, something is wrong with your product.”�
—Sean Ellis, former growth hacker at Dropbox, and founder of Qualaroo
"Finally, a crystallization and explanation of growth hacking in easy to understand terms—and better yet, real strategies and tactics for application."�
—Alex Korchinski, Director of Growth, Soma
“A must-read.”
—Derek Halpern, SocialTriggers.com
About the Author
Ryan Holiday is the bestselling author�of Trust Me I’m Lying: Confessions of a Media�Manipulator. After dropping out of college at�19 to apprentice under Robert Greene, author�of The 48 Laws of Power, he went on to advise�many bestselling authors and multiplatinum�musicians, and served as director of marketing�at American Apparel. He currently lives in�Austin and writes for Thought Catalog and the�New York Observer.
Excerpt. � Reprinted by permission. All rights reserved.
I prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles.
—DAVID OGILVY
AN INTRODUCTION TO GROWTH HACKING
Nearly two years ago now, on what seemed like a normal day, I got in my car to leave my house, assuming it would be no different from any other workday. I had read the morning news, dealt with a few important employee issues over the phone, and confirmed lunch and drinks meetings for later in the day. I headed to the athletic club—a swanky, century-old private gym favored by downtown executives—and swam and ran and then sat in the steam room to think.
As I entered the office around ten, I nodded to my assistant and sat down at a big desk and reviewed all the papers that required my signature. There were ad designs to approve, invoices to process, events to sponsor, proposals to review. A new product was launching, and I had a press release to write. A stack of magazines had arrived—I handed them to an employee to catalog and organize for the press library.
My job: director of marketing at American Apparel. I had a half dozen employees working under me in my office. Right across the hall from us, thousands of sewing machines were humming away, manned by the world’s most efficient garment workers. A few doors down was a photo studio where the very ads I would be placing were made.
Excepting the help of a few pieces of technology, like my computer and smartphone, my day had begun and would proceed exactly as it had for every other marketing executive for the last seventy-five years. Buy advertisements, plan events, pitch reporters, design “creatives,” approve promotions, and throw around terms like “brand,” “CPM,” “awareness,” “earned media,” “top of mind,” “added value,” and “share of voice.” That was the job; that’s always been the job.
I’m not saying I’m Don Draper or Edward Bernays or anything, but the three of us could probably have swapped offices and routines with only a few adjustments. And I, along with everyone else in the business, found that to be pretty damn cool.
But that seemingly ordinary day was disrupted by an article. The headline stood out clearly amid the online noise, as though it had been lobbed directly at me: “Growth Hacker Is the New VP [of] Marketing.”
What?
I was a VP of marketing. I quite liked my job. I was good at it, too. Self-taught, self-made, I was, at twenty-five, helping to lead the efforts of a publicly traded company with 250 stores in twenty countries and more than $600 million in revenue.
But the writer, Andrew Chen, an influential technologist and entrepreneur, didn’t care about any of that. According to him, my colleagues and I would soon be out of a job—someone was waiting in the wings to replace us.
The new job title of “Growth Hacker” is integrating itself into Silicon Valley’s culture, emphasizing that coding and technical chops are now an essential part of being a great marketer. Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph.�.�.�.
The entire marketing team is being disrupted. Rather than a VP of Marketing with a bunch of non-technical marketers reporting to them, instead growth hackers are engineers leading teams of engineers.1
What the hell is a growth hacker? I thought. How could an engineer ever do my job?
But then I added up the combined valuation of the few companies Chen mentioned as case studies—companies that had barely existed a few years ago.
���•�Dropbox
���•�Zynga
���•�Groupon
���•�Instagram
���•�Pinterest
Now worth billions and billions of dollars.
As Micah Baldwin, founder of Graphicly and a start-up mentor at Techstars and 500 Startups, explains, “In the absence of big budgets, start-ups learned how to hack the system to build their companies.”2 Their hacking—which occurred right on my watch—had rethought marketing from the ground up, with none of the baggage or old assumptions. And now, their shortcuts, innovations, and backdoor solutions fly in the face of everything we’ve been taught.
We all want to do more with less. For marketers and entrepreneurs, that paradox is practically our job description. Well, in this book, we’re going to look at how growth hackers have helped companies like Dropbox, Mailbox, Twitter, Pinterest, Facebook, Snapchat, Evernote, Instagram, Mint.com, AppSumo, and StumbleUpon do so much with essentially nothing.
What stunned me most about those companies was that none of them were built with any of the skills that traditional marketers like myself had always considered special, and most were built without the resources I’d long considered essential. I couldn’t name the “marketer”—and definitely not the agency—responsible for their success because there wasn’t one. Growth hacking had made “marketing” irrelevant, or at the very least it had completely rewritten its best practices.
Whether you’re currently a marketing executive or a college grad about to enter the field—the first growth hackers have pioneered a new way. Some of their strategies are incredibly technical and complex. The strategies also change constantly; in fact, occasionally it might work only one time. This book is short because it sticks with the timeless parts. I also won’t weigh you down with heavy concepts like “cohort analysis” and “viral coefficients.”* Instead, we will focus on the mindset—it’s far and away the most important part.
I start and end with my own experiences in this book, not because I am anyone special but because I think they illustrate a microcosm of the industry itself. The old way—where product development and marketing were two distinct and separate processes—has been replaced. We all find ourselves in the same position: needing to do more with less and finding, increasingly, that the old strategies no longer generate results.
So in this book, I am going to take you through a new cycle, a much more fluid and iterative process. A growth hacker doesn’t see marketing as something one does but rather as something one builds into the product itself. The product is then kick-started, shared, and optimized (with these steps repeated multiple times) on its way to massive and rapid growth. The chapters of this book follow that structure.
Most helpful customer reviews
86 of 98 people found the following review helpful.
A great primer on growth hacking
By Ryan L. Stephens
Once again Ryan's at the forefront of change. In Growth Hacker Marketing, he shows how the marketing game has changed forever and how marketers must learn a new mindset or risk becoming obsolete.
Here's 5 takeaways from the book that will help you stay relevant:
1.) Adopt the Growth Hacker Mindset
If you wait until your organization gives you something to market/sell, then you've probably already lost.
Growth hackers get involved during the development and design phase to ensure they help build something that people want.
Via Growth Hacker Marketing: "A growth hacker doesn't see marketing as something one does, but rather something one builds into the product itself."
This isn't about the tools (those change depending on the task); it's about "finding clarity in a world that's been dominated by gut instincts and artistic preference for far too long." (Holiday)
2.) Establish Product Market Fit
It's time to stop guessing what people want. You can't sit in your office with your colleagues discussing what would be cool or what you think potential customers would want.
Or rather, you can, but you're wasting valuable time.
A better strategy is to get a minimum viable product in front of your customers to ensure that you're meeting their needs.
Via Growth Hacker Marketing: "Product market fit is a feeling backed with data and information."
Have you ever tried to market or sell something that people didn't want and that you didn't believe in? How'd that work out for you?
3.) Make Mistakes Quickly
Via Growth Hacker Marketing: "The thing about marketers -- and, well, everyone -- is that we're wrong all the time. We think we make good decisions, but we don't."
Oh, you spent 2 months planning a campaign? What happens when you launch that product and it doesn't resonate? How much time and money have you wasted?
Via Growth Hacker Marketing: "Growth hacking fundamentally reduces the costs of being wrong, giving us freedom to experiment and try new things."
If your retention stinks, the last thing you need to be doing is revising your marketing strategy for a static product that nobody wants (see #2).
Spend your dollars on product improvements. Keep refining and improving your product (or service offering) until users are so happy they can't stop using it and want to tell all their friends about it. Then make help make that process seamless.
4.) Have Relentless Focus on Growth
Unless you're a big brand, awareness doesn't matter yet. Neither does building a team or managing vendors.
Stop thinking so broadly. Save those awareness dollars and hone in on acquisition.
Your growth hacking strategy should be testable, trackable and scalable.
Via Growth Hacker Marketing: "Instead of bludgeoning the public with ads dominating the front page of newspapers to drive awareness -- they (growth hackers) used a scalpel, precise, and targeted to a specific audience."
If you build something people inherently want, that fulfills a need and/or solves their problems, they'll take care of the awareness for you.
5.)Redefine Marketing
Via Growth Hacker Marketing: "The definition of marketing is in desperate need of expansion. In fact, anything that and everything can be considered marketing -- so long as it grows the business."
It was only a few years ago that we were talking about digital/social. Good marketing (slowly) shifted from spending LOTS of money to shove your message down consumers throats to having genuine conversations with people.
And now, while those social/digital tactics can be a component of your growth hacking strategy, it goes beyond that. We can build stuff people want, design for sharing and virality, iterate early (and often), and scale efficiently.
It's time to stop trying to buy attention and to start building a self-perpetuating marketing machine.
There are some solid resources out there on growth-hacking, but if you're serious about staying ahead of the curve and remaining relevant you should start by checking out Ryan's book. He's taken many of the best resources and distilled them down to one guide:
The best book on growth hacking marketing to date.
Don't get left behind.
146 of 171 people found the following review helpful.
Good for only one type of business
By Richard Jacobson
I really enjoyed this book and it definitely made me think about marketing differently. Unfortunately the main promise of the author remains unfulfilled: that you can learn the growth hacking mindset and apply it to any kind of business. I say this because all the successful examples he gives in the book have one thing in common: they are all online businesses that have membership based platforms: Hotmail, Twitter, Dropbox, Instagram, Airbnb, etc.
So if your business is a food truck, a hair salon or a roofing company, I have no idea what you could apply from this book. I actually read it looking for strategies to grow my blog readership. Even though there are a few principles that might apply, I'm going to have to work hard to connect the dots myself. The author simply makes no effort to provide any tools for anyone outside the online-platform-with-a-membership-niche. He just expects you to pick up the "mindset" from his examples of this one specific type of business model and build a bridge between his concepts and your own industry.
If he could have given a handful of examples of businesses that are very unlike Instagram but were able to apply similar strategies in the real world, this book could have been the next Guerilla Marketing. Unfortunately most people will probably be much better off reading Jay Conrad Levinson's books. However if you are building a business around an online platform that requires membership, this book is an absolute must-read. It was definitely written for you. Sadly it was only written for you.
32 of 37 people found the following review helpful.
Stop Whatever You're about to Launch and Read This First
By Sandy Fischler
I admit it. I ordered this almost exclusively based on reading an enthusiastic review from James Altucher. That was all it took.
Best money I've ever spent (sorry, James, you've been outranked...)
I just graduated from an incubator program and we're building out our product. Ryan's book made me go back and completely re-think how to build our marketing right into the product. Anybody launching ANYTHING needs to read this book.
Build a killer product.
Build your marketing right into the product.
Build a platform to launch it on.
Test the hell out of everything.
No marketing degree necessary.
See all 618 customer reviews...
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