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In this article for the Wall Street Journal, Sean talks about the concept of growth hacking and how it differs from traditional marketing.

He cites a new 'growth playbook' that leans heavily on growth from within the product rather than from outside the product as in typical marketing.

  • EM

    Elia Morling

    over 5 years ago #

    One thing on my mind: a common value expressed among GH is that anyone can do it. At the same time growth hacking is more advanced than traditional marketing. For example it many times involves product development. Is there a conflict between the value "anyone can" and the practice "more than marketing"? Your thoughts?

    • SE

      Sean Ellis

      over 5 years ago #

      I think it's correct that "anyone can do it", but doing it well is a different story. Golf would be a good proxy there. Anyone can play, but most of us suck.

      For growth hacking, talent, skills, discipline, tenacity, experience and access to deeper areas in the product are all important. Also the product you are trying to growth hack makes a huge difference. If very few people want or need it (lack of product/market fit), clever growth hacking probably won't make a difference. Some products (such as those with natural collaboration) lend themselves better to growth hacking.

      So, yes anyone can do it. And yes, it's really hard to do it well. Growth hacking is not for technophobes. But for that matter, online marketing isn't really for technophobes either.

  • SE

    Sean Ellis

    over 5 years ago #

    Let me know if anyone has questions or disagreements with anything I wrote. Would love to have some discussion around the broader meaning of growth hacking and why it is/isn't important.

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