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It's dangerous to think of growth hacking in terms of tactics. Growth hacking is about people and process. Discuss!
Love the idea that growth hacking is people + process. I also really like the idea of looking at Brian Balfour's six steps and evaluating a growth team by their ability to get all the way through the process. I think their is room for non technical people in growth hacking, but they should be part of a team that includes the needed skills.
It's a little tougher to distinguish between what is a marketing tactic vs a growth hack. I'm not even sure that it's important to distinguish between them. Ultimately if an experiment can be implemented and the results measured, then it's something that a growth team/hacker should consider testing.
Seriously, Brian Balfour's growth process changed the way I work. I now have Monday morning meetings where we go through everything for the week, I have experiment documentation, a playbook in the works and it's been really helping us not only stay focused, but become really educated on what we've done, what's worked and what kind of results we get from certain tests.
As for the marketing tactic vs. growth hack - I think I battle this question daily. I think I spend a lot of time looking to optimize in little ways here and there (marketing tactic) but constantly striving for that growth hack that's going to set you apart.
Yeah, Balfour's system is awesome!
I think it was the creator of Dilbert, Scott Adams, who said:"Losers have goals. Winners have systems."
As for the growth hack thing--I just view every idea as an input to the system and forget about semantics. If an idea unlocks massive growth for me, I don't really care what it's called. ;-]
Great to see more writing inspired by conversations here on GH! Love how you brought in a "people" perspective and really broke down the role of a growth team in terms of those six steps! Look forward to more of your writing!
I truly appreciate it Aaron. I'll try to write more then!
I totally agree with this. Innovation is not always about tactics, it is about people generated ideas and processes to achieve that growth. I see tactics a a tool of the growth hacker, not the process. It is the unique interpretation and implementation of the tactics that is the hack.
I agree that tactics are a factor here, and for some reason I've got the perception that the tactics from a 'growth hacker' come from a different perspective than those of a marketer, and I think you'd see those in the brainstorming part of the process.
As @rsobers alludes to in the article, there's a lot that comes form what has 'worked historically' or what have been deemed as 'best practices' for the latter group.
I think those 'lenses' of an individual's background experience come into play with what's an acceptable tactic vs what's not.
I could be very wrong, and just projecting based on my experience. But I'm curious if I'm alone in this line of thought.
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