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The question is: Can you growth hack the enterprise? To find out, Johannes Ceh and Aaron Orendorff asked executives from 17 of the largest organizations in the world — roughly $276.96 billion in market value. These are 100% original contributions (to the tune of nearly 4k words) direct from the brightest and biggest minds in business: 1. Start with Clarity: LinkedIn 2. Know Your Numbers: Slack 3. Provide Disproportionate Value: Gary Vaynerchuk 4. Unite Key Objectives: Shopify Plus 5. Expose Your “Must Have” Value: Dropbox 6. Add Growth to Your Product: Guy Kawasaki 7. Break the Rules: Tinder 8. Extend Your Channels: DCMN 9. Be Rigorous about Data: Duolingo 10. Challenge the Conventions: T-Mobile 11. Develop a Growth Skill Set: Mercedes-Benz 12. Focus on Customer Led Optimization: Western Union 13. Experiment for Disproportionate Growth: BuzzFeed 14. Organize Around an Operational Mindset: ClassPass 15. Allow, but Don’t Excuse, Failure: Adobe 16. Build for the Long Term: WeTransfer 17. Tell Authentic Stories: SAP

  • DD

    Daniel Daines-Hutt

    about 1 year ago #

    I meant to comment on this when I read it yesterday

    I'll leave it here

    The first interview, they talk about how they don't like the term 'Growth Hacking' as its usually people looking for a tweak or current method that works in the short term

    I HIGHLY recommend people go grab @sean ellis book 'Hacking Growth' as it shows a systematic, data driven method for scaling growth

    Off topic I know :D

    Other than that- I love this article

    I always feel like it would be great to then get a followup with the same experts into a call/ama/meeting and have a group discussion on their methods together... ;)

    I have no idea how Aaron keeps producing this level of content or quantity- he may be an actual wizard

    • AO

      Aaron Orendorff

      about 1 year ago #

      I could NOT agree more with Hacking Growth … that book saved the whole idea of growth hacking for me. And yes, yes I am a wizard ;-)

  • JS

    James Scherer

    about 1 year ago #

    Gary Vaynerchuk, man: "You must be willing to provide a disproportionate amount of value upfront with zero expectation of return. Not every piece of creative needs a business objective. Don't take attention for granted and learn to market in the moment we live."

    Needed this today, as I look through blog analytics heavy on the traffic side and low on bottom-of-funnel conversions. Not to say I'm not spending my next week optimizing high-traffic content, but it's still great to hear.

    Nice one, as always, Aaron and Johannes!

    • AO

      Aaron Orendorff

      about 1 year ago #

      Yeah, Gary Vee's contribution was one of those "Of course!" kinda things … but it's a lesson I have to come back to over and over. And, I'm super glad the post itself fed you today!

  • EM

    Emir Musabasic

    about 1 year ago #

    “There’s definitely a difference between startups doing growth hacking and enterprises going after it. Startups can experiment more, which is a cornerstone."

    I think this is the key challenge for enterprises as well as the opportunity for startups. Having worked for large enterprises before the more people the less opportunity for experimenting and just keep doing the same old.

    Great article Aaron!

  • BW

    Bill Widmer

    about 1 year ago #

    I always say, if you want to do something "hard", learn how to do it from someone who's already done it. Makes it SO much easier.

    Fantastic post, Aaron! Thanks for sharing, Desirae! :)

  • JK

    Jes Kirkwood

    about 1 year ago #

    Super valuable post featuring lessons learned by the top minds in growth, including Aatif Awan, Rachel Hepworth, Sean Ellis, Guy Kawasaki, Gina Gotthilf, Hana Abaza, and Joanna Lord.

  • MD

    Meagan DeMenna

    about 1 year ago #

    This is such a great post. I particularly love Guy Kawasaki, “If you know how to growth hack, but you have a crappy product, you still have a crappy product. Just make a freakin’ good product.”

    It's not about shortcuts it's about being agile, willing to try unconventional strategies and having "a freakin' good product."

    Saving this article to continue referencing for a long time.

    • AO

      Aaron Orendorff

      about 1 year ago #

      Johannes, my partner in crime, actually got that and a bunch more with Guy right after a conference when the two of them sat down together. I'm gonna have to track down what happened to the rest of that video.

  • TB

    Tyler Basu

    about 1 year ago #

    This is excellent, thank you for sharing!

  • AO

    Aaron Orendorff

    about 1 year ago #

    Thanks so much for posting this, Desirae Odjick. And especially for going above and beyond a mere link drop!

  • NR

    Nathan Resnick

    about 1 year ago #

    This might be the most epic post I have seen on here!

  • HV

    Hans van Gent

    about 1 year ago #

    Lots of little gold nuggets in this one, at the end though it seems to all boil down to not trying to take the shortcut. Doing the marathon instead of the sprint and whatever you do, put in the work. So many people are looking for quick wins, but going from one quick win to another is not a sustainable strategy. It's great for that initial boost, but after that...

    • AO

      Aaron Orendorff

      about 1 year ago #

      I'll tell you, for a short intro and conclusion … those were two of the toughest I've had to write. Especially the conclusion. Trying to pull together all the contributions and boil them down was an exercise in synthesis (so thx!). And I think it's kind of a mix: a marathon (yes) … but LOTS of little sprints along the way

      • HV

        Hans van Gent

        about 1 year ago #

        I can imagine indeed, such awesome content being worded by the different executives, I would feel very small in between them #humble

  • KM

    Kaleigh Moore

    about 1 year ago #

    This is fascinating! Nice job.

  • BP

    bhola prasad

    about 1 year ago #

    Maybe this will help, less noise, more signal - No affiliate link - https://www.amazon.com/Competing-Against-Luck-Innovation-Customer/dp/0062435612

  • PP

    Pete Patel

    about 1 year ago #

    Brilliant post, Aaron!

    Sean Ellis's idea of starting with a 'must have' product is smart advice.
    With the right foundations, growth is so much easier.

  • GR

    Gigi Rodgers

    about 1 year ago #

    Thanks Rachel - I often don't look at the numbers enough, so I don't know how to curb what I need to do.
    And as far as Gary - Yes. All the way.
    And I'm really feeling Natanael's statement about "a vision of where the journey should go and processes for the journey".
    You gotta enjoy the process.

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