26 korrents from this recording
Every claim below is a statement made in this recording, quoted word for word and linked to the second it was said, so you can hear it rather than take our word for it. The wording comes from the transcript published alongside the recording; the sentence above each quote is our reading of the claim, not their wording.
0:10:11 · watch on youtube.com↗
Their wordsI really believe that the founder led growth is not being popularized enough that you do not need growth teams until you actually can start running experiments on your user base
0:11:13 · watch on youtube.com↗
Our reading
A company with ten customers has no data, and a growth team cannot function without data.
Their wordsif you have 10 users or 10 customers, that's not data. That's a G sheet with your customers and you don't need a growth team for that.
0:12:41 · watch on youtube.com↗
Their wordsIt depends on how you're actually going to collect the money. If your money collection is going to happen through sales team primarily, then you absolutely should be hiring sales way before growth.
0:15:53 · watch on youtube.com↗
Their wordsIf you have the overall business slowing down, your head of growth is destined to fail because the reason business is slowing down is much deeper than not having a growth team.
0:16:02 · watch on youtube.com↗
Their wordsGrowth team can optimize. Growth can maybe lift it by 10, 15% maybe that's enough for you even that like is on the upper end of what growth team would be able to do if there is a slow down trajectory
0:19:40 · watch on youtube.com↗
Their wordsnever ever once have I seen a rebrand or redesign, especially of your key marketing site produce good performance results.
0:21:25 · watch on youtube.com↗
Their wordsBut to ever promise a homepage redesign or marketing site redesign in order to drive more acquisition is a failed promise that is going to be led by lots of agency money spending, uh often a million dollars plus
0:28:10 · watch on youtube.com↗
Their wordsbecause copying competition is like the fastest way to mediocrity because you'll never be a leader if you copied somebody else.
0:29:22 · watch on youtube.com↗
Their wordsSo, taking also any benchmark that is derived from competition and saying this is where we should be is also so dangerous because it might not even be applicable depending on how you define the metric.
0:30:08 · watch on youtube.com↗
Their wordsI mean, I've been doing this for over 15 years. If there were any shortcuts, I'd be all over them. There are patterns and there are frameworks, but there's no shortcuts.
0:34:25 · watch on youtube.com↗
Their wordsbut I'm very sorry to break it to all of you, but your problem is not unique. I'm 99% sure of that. Your problem has been felt by somebody somewhere and probably many, many places
0:35:16 · watch on youtube.com↗
Their wordsAnd number one thing that whenever you have an initiative or whenever you have a metric that you need to go and move, do not start from scratch ever. Do not start from scratch.
0:40:14 · watch on youtube.com↗
Their wordsMy big motto like life motto in growth is that you have to fail to learn. You can't just constantly succeed. Success is an output of a lot of failures.
0:45:12 · watch on youtube.com↗
Their wordsAn algorithm can give it, but algorithm can also take it away at any point and you have no control because you don't own those channels.
0:47:03 · watch on youtube.com↗
Their wordsFocusing on these earned channels that you own becomes the utmost priority. And if you don't have them on your growth road map, you're going to be in some really big trouble over the next year to two years because your cost of acquisition is only going to go up.
0:50:14 · watch on youtube.com↗
Their wordsAnd the percentage of those recipients sign up to become Dropbox users, and that accounts for 50% of acquisition. That is a stable, earned channel that nobody can compete with.
0:52:16 · watch on youtube.com↗
Their wordsIf you have a growth model that works for you, that's wonderful. Good for you. Optimize it, grow it, scale it, create a team that will be nurturing it and that will be amplifying it. But you're going to need to evolve it. And that evolution needs to come through overlaying other growth models on top of it.
0:56:23 · watch on youtube.com↗
Their wordsI try to focus 20% 20 to 25% of growth team's time annually, not every given sprint, not every given quarter, but annually, to introduce a new growth loop.
1:02:35 · watch on youtube.com↗
Their wordsSo, I think any growth team that does not have an advisor is a growth team that is underperforming
1:04:11 · watch on youtube.com↗
Their wordsI think that you should not hire an advisor until you do some sort of workshop with them on the problem that you're experiencing. See them in action.
1:06:17 · watch on youtube.com↗
Their wordsIf every single one of your initiatives that you're doing on growth is an experiment, uh that's a problem.
1:08:11 · watch on youtube.com↗
Their wordsMy rule of thumb, if we cannot collect the sample size in a month, we shouldn't test it. Period.
1:11:05 · watch on youtube.com↗
Their wordsFor the love of God, a blue is a blue is a blue. As long as it's accessible and as long as it's bright enough, off you go. You do not need to test the shades of blue, but test it against green or so on.
1:12:38 · watch on youtube.com↗
Their wordsOne email will never do anything. If you're going to go into email, please think about it as a series, about communication, about how it interacts with product communication.
1:13:53 · watch on youtube.com↗
Their wordsBut, if you ever have a line item on your roadmap that says simplify onboarding, please please cross it out. It's not going to work because simplifying onboarding is an action.
1:19:16 · watch on youtube.com↗
Their wordsAnd my contrarian opinion is that full-time jobs are not the best way to monetize the skill that you have. It's one of the packages that everybody should evaluate and take advantage of, but too many people blindly default to that package