Growth Hacking: Silicon Valley's Best Kept Secret Kindle Edition
|Length: 165 pages||Word Wise: Enabled||Enhanced Typesetting: Enabled|
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From the Author
- File Size : 15688 KB
- Word Wise : Enabled
- ASIN : B01N9D12IO
- Publisher : Lioncrest Publishing (January 1, 2017)
- Publication Date : January 1, 2017
- Print Length : 165 pages
- Simultaneous Device Usage : Unlimited
- Text-to-Speech : Enabled
- X-Ray : Not Enabled
- Language: : English
- Enhanced Typesetting : Enabled
- Screen Reader : Supported
- Lending : Enabled
- Best Sellers Rank: #113,465 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
Top reviews from the United States
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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.
Its main areas can chiefly, if not all, be found in other books. So what’s different?
Firstly, appropriate attention given to each part rather than a mere fleeting mention; for example “by the way, you should automate your sales process so that you can earn money in your pyjamas” but rather a fairly robust initial grounding in the things you’ll be glad you knew before trying to accomplish this.
Appropriate attention also means not getting too verbose by simply churning out fluff to pad the chapters; anecdotes here take the form of short and to-the-point examples, not lengthy tall-tale case studies whose finer details are not remotely relevant, as found so often in books about business aimed at relative newcomers to the trade.
Secondly, motivational spiel is kept to a minimum. The authors assume quite rightly that if you bought this book, you’re quite probably already motivated (and if you’re not, then a one-shot pep talk isn’t going to do it for you in any sustainable fashion).
Thirdly, it doesn’t just focus on one aspect with a bunch of fuzzy peripherals; instead it gives honest value in each part. Normally such a book will focus almost entirely on ASP, or almost entirely on CRM, or almost entirely on advertising and marketing strategies, and so forth. Not so here. Everything has its place and its due weight.
Finally, it gives a very workable solution to the dilemma faced by many startups in today’s fast-paced ever-shifting market, which is whether to be ahead of the curve and risk failure (many books strongly advocate this, and it is a recipe for potential disaster, when not everyone has the starting means to declare bankruptcy time and time again and carry on as though nothing happened), or else to follow in the footsteps of tried-and-true systems that have stood the test of time (many books strongly advocate this, and it often results in very lacklustre returns, since such methods generally involve a lot of graft for tiny marginal success), whereas this book describes the practice of the “fast follow”, ie, look at what is working for companies *right now*, and enjoying the imperfect but reliable position of being slightly behind the best-performing businesses.
Not a bad place to be, if one considers the matter from a realistic perspective!
I am a business owner myself, and I know what it is like to feel like you are in a rut with your company. This book, though, has really given me several good ideas and methods to try to get out of this rut, myself. What I really liked about this book is that it was easy to understand and to relate to. The examples that are given here are from companies you are familiar with, which makes it easier to envision how these methods can work for you.
Though I did get a lot out of this book, I think it is important to mention that most of the information given for success is going to cost you money and time, which not everyone has.
Top reviews from other countries
If you want to know how to market your business effectively and stay in the game for the long haul, this is definitely a book you need to read.
I'm neither a business owner or looking at starting my own company but I have friends that are and thought this might be an interesting read.
Chad and Raymond talk the reader through how to grow their business quickly even if they have limited resources.
They explain how to identify opportunities in a way that's understandable. There isn't just one topic, they concentrate on, but several areas that will help people's business grow in both sales and in advertising. They explain about how to introduce customers to your website. Although I said I'm not a company owner I am a freelance photographer and found that some of what they spoke about could be related to getting interest for my website.
A interesting insight, worth a read for sure.
What it delivers is an adaptable framework around how a business can leverage process, checklists and automation for ensuring contemporary best practice is followed to, for example, modernise a business in a way that a non-digital native may not know. It brings the business owner or manager "up-to-speed" with ways to build a 24/7 promotion and sales machine -but its FAIL is to not focus on the extra magic powder, the very essence of how brands like Facebook, Hotmail (in its day) whatsapp etc etc created billion $$ business in lightening speed. These brands drive, and exemplify, the growth hacking phenomenon. Its spoken about in chapter 0, but Chapter 1 onwards could be a different book.
So ...where it lacks, disappointingly so, is the very areas that it headlines in the title - Growth Hacking. This is ironic and the cynic in me thinks the title and first chapter were a marketing ploy.
Growth hacking is essentially the methodology of finding "hacking" or shortcuts to supercharge a business. This book doesn't deliver this at all. Just tells you how to be in the game - not how to win it.
Wikipedia will tell you that "Growth hacking is a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. Growth hacking refers to a set of both conventional and unconventional marketing experiments that lead to growth of a business."
I do like the ASP concept around which the book is written, and believe it could add material value for many - but think the title is misleading and would suggest other titles for true growth hacking insight - i recommend a book by Sean Ellis - a pioneer of Growth Hacking - "Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success"
Básico quizá, pero buena guía para aquellos que hacen su primer approach a lo que es Growth Hacking y quieren tener una visión general.