Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success (英語) ペーパーバック – 2017/4/25
Kindle 端末は必要ありません。無料 Kindle アプリのいずれかをダウンロードすると、スマートフォン、タブレットPCで Kindle 本をお読みいただけます。
The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond.
It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pinterest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was MySpace’s sorry step-brother, and Uber was a scrappy upstart that didn’t stand a chance against the Goliath that was New York City Yellow Cabs.
So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn’t explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies’ extraordinary rise. That methodology is called Growth Hacking, and it’s practitioners include not just today’s hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of Growth Hackers.
Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers: attaining them, retaining them, engaging them, and motivating them to come back and buy more.
An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and "spaghetti-on-the-wall" approaches with more consistent, replicable, cost-effective, and data-driven results.
“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.”
—Eric Ries, bestselling author of The Lean Startup
“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.”
—Nir Eyal, bestselling author of Hooked
“Ellis and Brown have accomplished what we’ve been talking about for twelve years, which is to compile and organize an accurate view into the inner workings of an emerging discipline. Their wisdom (plus the anecdotes and stories) have rarely been discussed outside of a small circle of people, and they give real insight into how digital growth hacking is done at the highest levels. As all companies become digital, this is a must-read for anyone in business.”
—James Currier, managing partner, NFX Guild
“There is nothing more important for any business than attracting users and customers to your products. The tools to do this in today’s online-driven world are very different from the past. Hacking Growth will teach you how to think like a marketer of tomorrow. You will learn how to do deep data analysis, and how to think about developing features into your products that drive growth directly.”
—Josh Elman, partner, Greylock Partners
“Marketers realize that marketing as we’ve known it will be replaced by growth hacking. So what is it, how do you do it, and why do you need to? Morgan Brown and Sean Ellis help you ask and answer those questions in this brilliant book, made for those new to the art and science on how to hack growth.”
—Geoffrey Colon, Communications Designer at Microsoft and Author of Disruptive Marketing
"Two of the best marketers I know, Morgan Brown and Sean Ellis, have written a fun and accessible guidebook to growth hacking and marketing. If your mandate is to drive high leverage growth, then is book is your new best friend."
—Patrick Vlaskovits, New York Times Bestselling Author of Hustle and The Lean Entrepreneur
"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." --Annabell Satterfield, Growth Mentor, 500 Startups
"A terrific book [that] belongs up there with Geoffrey Moore, Eric Ries and Steve Blank’s books as a fundamental part of the canon of StartUpLand" -- Jeff Bussgang, Harvard Business School Lecturer, and general partner at Flybridge Capital Partners
The book is presented in a smart and thoughtful format, with part 1 covering the method and process of Growth Hacking and part 2 being the playbook for applying the method of Growth Hacking to your specific business. I think the format makes the book easily digestible and I found the writing thorough and the information to be actionable.
Simply put, Hacking Growth is a must-read for any marketer, manager, owner, or entrepreneur who is trying to grow their business in today's ever-changing market.
The approach laid out in the book just makes sense-- it's backed by data, focuses on the customer, and can be quickly put into place. The main premise of Hacking Growth and probably my single greatest takeaway is that the companies that learn the fastest, grow the fastest. And the many, many examples in the book make it easy to see how companies take advantage of many small wins over time to build up a big advantage.
While I'm not from the tech industry, I truly feel like the authors did an excellent job of showing how this process can apply to businesses of all types, using examples of restaurants and grocery stores in addition to the big name tech companies.
I definitely think anyone responsible for results and business growth can benefit from reading this book.
The authors (leaders of the "growth hacking" movement; one author is the guy who coined the term) set the record straight that "growth hacking" is not a tactic or strategy. It's not a one-and-done hack that will instantly drive a flood of new users. Rather, growth is a mindset and done through a very methodical process by which you run small tests at low risk as fast as possible to generate quick wins, then iterate and grow incrementally. That's exactly what this book teaches.
The authors walk the reader through each stage of building a growth machine, give examples from real companies, and, the best part, they apply this process to a hypothetical scenario/product so you can see what it would look like from beginning to end.
The steps the authors will walk you through in detail:
Part 1 – The Method
-Building growth teams
-Determining if your product is a must have
-Identifying your growth levers
-Testing at high-tempo
Part 2 – The Growth Hacking Playbook
-A virtuous cycle of growth
If you're looking for a magic bullet that will make your product go viral and save your business, this is not the book for you (sorry, there is no magic bullets in business). However, if you're looking to learn a process whereby you can learn how to design high-tempo tests, find your growth levers, and engineer a long-term growth machine, this is the book for you.
I run growth at a venture-backed company in Silicon Valley and consider myself pretty advanced, and I learned a ton from this book. I highly recommend it to anyone in marketing, product, and growth.