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... I hope.
What the article refers to as growth hacking isn’t growth hacking, but the overall message is spot on.
Popular tactics get overused and become annoying more than anything. Andrew Chen describes it as the law of shitty clickthroughs.
That’s why is important to understand why certain tactics work and in what context they work. But many blindly copy tactics without understanding them.
I would hope that none of us would disagree with the central thrust of this post: Spammy tactics and hacks suck and have no place in modern marketing.
However, there are some statements in this post that I completely disagree with, specifically:
"We should just call growth-hacking what it really is: being a self-centered, self-serving and fake-ass person on the internet."
" Growth-hacking puts short-term gains above long-term plans, because no business, no matter how many “smart” growth-hackers it hires, can sustain their tactics for long without generating ill-will."
The author also claims:
"Luckily, I’ve spent the last year researching this subject matter for my next book, and the data backs me up. Growth-hacking is for businesses that don’t care if they’re around next month."
I'd, of course, love to look at this data that backs up this assertion. I'd also be interested to know if the author read @sean & @morganb's "Hacking Growth" book as part of this research. I think it would have demonstrated growth hacking to be the opposite of the characterization in this post.
Recently Sean provided a summary of what he believes growth hacking to be in a response to someone on LI: https://pbs.twimg.com/media/DMufD4QWkAAxDl7.jpg:large
I'm willing to venture that the author's perception of growth hacking is driven by what he has experienced (he even provides an example of one such experience) vs what growth hacking is really intended to be.
@hollaur Thanks for posting this. The conversation about growth hacking is supposed to be about should be had as often as possible. I'd also be interested in your thoughts since you submitted it.
The way I see it is -
Growth hacking similar to the art of accelerated learning (asking people who have been there and what they would do in less time)
It's different from going through a 4 year curriculum and learning everything but only using a few when you do practice.
Again, most startups are venture backed so there is an air of impatience to provide returns, hence the short-term > long-term argument.
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