Growth Hacking - How To Become a World-Class Growth Hacker

About this video

Dan Martell teaches how to become a world-class growth hacker, drawing on 20 years of experience. He says he moved to San Francisco in 2008 and met Sean Ellis, the originator of the term Growth Hacker, and Andrew Chen, who ran growth at Uber. He credits Andy Johns, ex-growth at Facebook, Twitter, and Quora, with the idea of stacking growth channels like compound interest, where each new channel might add an extra 5%-10% lift month over month. His five elements are: one, innovate — past hacks like Airbnb’s Craigslist posting will not work long term; his marketplace Clarity grew to 50,000 experts in about an 18 month period using SlideShare, because slides proved expertise and the last slide carried contact info. Two, tooling and APIs — understand the tools and interfaces available, via sources like Product Hunt, and creatively connect systems, though you do not have to write code. Three, work backwards from the customer using the three F’s: what tools they pay for (Fun), who they Follow, and where they Frequent; he gives Twilio sponsoring Startup Weekends for $500 in pizza as an example. Four, copywriting, including microcopy in onboarding, studying Robert Cialdini’s Pre-suasion. Five, testing — isolate changes against a control rather than launching a whole stack at once. He closes by offering his High Tempo Testing training, taught to him by Sean Ellis, centred on finding your North Star Metric.

Key takeaways

• Growth hacking is fundamentally about innovation — historical hacks will not keep working long term
• Stack growth channels like compound interest; Andy Johns described each channel adding an extra 5%-10% lift month over month
• Work backwards from the customer with the three F’s: what they pay for, who they Follow, and where they Frequent
• Learn tooling and APIs and creatively connect systems to find new distribution, even without writing code
• Run isolated tests against a control so you know which change drove growth, its cost, and its payback

Episode details: published July 13, 2020 · 10:21 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dan Martell’s own claims, shared for education — they are not typical or guaranteed.

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