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With some major caveats, I think it has some potential as a foundation for onboarding new team members...

  • ND

    Nate Desmond

    about 1 year ago #

    Came across this book earlier today, and I feel like it might be a good starting point for new team members who come from more traditional marketing.

    I like that it gets a lot right around the broad strokes of growth marketing, taking a story-led approach to outlining the foundations of everything from awareness to acquisition (aka "test-drive") to churn. It certainly fails to cover many of the specifics around AARRR and the core growth loops, but I'm wondering whether it might be a good starting point by framing the broad foundation before someone else colors in the more important bits.

    At the same time, it misses a few important things significantly (e.g., overestimating brand based on questionable studies, taking a lazy approach to privacy, etc).

    I'm uncertain whether it's Icarus-like flight toward true growth marketing provides a useful onramp or a poisoned knockoff version...