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Growth Hacking: Silicon Valley's Best Kept Secret Kindle Edition
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Chad and Raymond have done a great job of codifying many of the growth tactics used by start-ups that have achieved breakout success - albeit at a fairly high level. They've distilled this into an organising framework applicable to all businesses, not just start-ups or digitally-centric businesses commonly known for growth hacking.
The book starts with a succinct guide to the mind-set growth hackers bring to what they do, and why breakout growth starts with thinking (and living) differently and acting with more clarity.
They then step us through the ASP Framework - their way of deconstructing and analysing the parts of a sales and value delivery cycle – being mindful of the psychology of your customer and their total experience.
With ASP, they provide a means to clarify and see each sales cycle part in perspective to detect where high leverage opportunities to create growth exist. In the guise of the lean start up, they advocate a resource-efficient, data-driven approach to testing promising ideas/pathways for growing/enhancing key strata’s of the sales cycle or optimising customer experiences. By layering successive improvements, they drive the creation of “dominos of leverage”. Collectively, the ASP approach is designed to minimise cost of acquisition, maximise lifetime value and increase the volume of preferential customers who act on good experiences.
Throughout, there are many useful principles, examples, checklists and tests, including obvious and far-from-obvious tactics and how they can be combined.
While this book is an easy enough read to make sense to a total beginner, IMO, it is really more suited to someone who already has a decent understanding of business and modern marketing. For the latter, it can be thought of as a “compass” to analyse a company to get oriented for growth, despite constrained resources.
Disclosure: I'm a recent acquaintance of Chad (one of the authors) via a learning community we are both in. I’m also a Growth Hacker & Strategy Consultant who has worked in this area for over 20 years.
Lots of the information provided in the book is useful for anyone who is interested in starting and then growing a business. The author uses lots of examples of real people and real companies that have successfully taken a small start up and turned it into a huge profit. The business advice is sound and will open many readers' eyes to the possibilities that are out there. Some of the other advice is fairly basic, such as taking care of yourself with exercise and diet so you are the most effective person you can be. However, even the basic advice is such that it should be told to people who are looking for a way to improve. Really, this book is not just for business owners. It is for anyone who seeks improvements and ways to be more effective.
The book is definitely targeted for people with their own business, particularly those who are at the stage of wanting to grow it further. That being said, some of the information is relevant to non-business owners as well and could be useful for people who want to grow personally and develop new mindsets. If nothing else, the book is worth picking up simply because it is well presented and easy to follow. That aspect alone makes it better than many of the other similar books on the market.
Though the book is for business owners and makes most sense for them, but as a reader if you enjoy reading books for knowledge this is one that fits that category too. It’s not complex and readable at any time of day. The marketing strategies we see on the internet that are very confusing, this book takes those distributed ideas and ties them together in one pyramid that starts to build and makes sense to the reader. A good Read!