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Hacking Growth de Sean Ellis

Hacking Growth

Autor Sean Ellis, Morgan Brown
Notă:  5.00 · o notă 
en Limba Engleză Hardback – 18 apr 2017
ThedefinitiveplaybookbythepioneersofGrowthHacking,oneofthehottestbusinessmethodologiesinSiliconValleyandbeyond.

Itseemshardtobelievetoday,buttherewasatimewhenAirBnbwasthebest-keptsecretknownoftravelhackersandcouchsurfers,Pintrestwasanichewebsitefrequentedonlybybakersandcrafters,LinkedInwasanexclusivenetworkforC-suiteexecutivesandtop-levelrecruiters,FacebookwasMySpacessorrystep-brother,andUberwasascrappyupstartthatdidntstandachanceagainsttheGoliaththatwasNewYorkCityYellowCabs.
Sohowdidthesecompaniesgrowfromthesehumblebeginningsintothepowerhousestheyaretoday?Contrarytopopularbelief,theydidntexplodetomassiveworldwidepopularitysimplybybuildingagreatproductthencrossingtheirfingersandhopingitwouldcatchon.Therewasastudied,carefullyimplementedmethodologybehindthesecompaniesextraordinaryrise.ThatmethodologyiscalledGrowthHacking.
Yetdespitethepopularityofthemethodwhosepractitionersincludevirtuallyalloftodayshotteststart-ups,to"traditional"companieslikeIBM,Walmart,andMicrosofttothemillionsofentrepreneurs,marketers,managersandexecutiveswhohavevisitedthefast-growingcommunityofGrowthHackers.com-thereisavoidofknowledgeaboutwhatGrowthHackingisandhowtoimplementit.Thisbookisheretofillthatvoid,walkingreadersstep-by-stepthroughtheprocessofcreatingandexecutingagrowthhackingstrategy,andshowinghowitcanbetailoredtoanyteam,product,orcompanyofanyshapeorsize.
Doingformarket-sharegrowthwhatLeanStart-Updidforproductdevelopment,andScrumdidforproductivity,HackingGrowthinvolvescross-functionalteamsandrapid-tempotestinganditeration.But,thekeydifferenceisthatitdrivesrapidgrowthbyfocusingonthemaximizingthepotentialofeachproductbyworkingonjustthethingsthatmattertocustomersattainingthem,retainingthem,engagingthem,andmotivatingthemtocomebackandbuymore.

Anaccessibleandpracticaltoolkitthatthatteamsandcompaniesinallindustriescanusetogrowtheircustomerbaseandincreasemarketshare,thisisamustreadforanymarketer,entrepreneur,innovatorormangerlookingtoreplacewastefulbigbetsand"spaghetti-on-the-wall"approacheswithmoreconsistent,replicable,cost-effective,anddata-drivenresults."
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Specificații

ISBN-13: 9780451497215
ISBN-10: 045149721X
Pagini: 320
Ilustrații: 31 GRAPHS
Dimensiuni: 156 x 251 x 35 mm
Greutate: 0.59 kg
Editura: Random House LLC US
Colecția Crown Business

Descriere

The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond.

It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pinterest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was MySpace's sorry step-brother, and Uber was a scrappy upstart that didn't stand a chance against the Goliath that was New York City Yellow Cabs.

So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn't explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies' extraordinary rise. That methodology is called Growth Hacking, and it's practitioners include not just today's hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of Growth Hackers.

Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers attaining them, retaining them, engaging them, and motivating them to come back and buy more.

An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and "spaghetti-on-the-wall" approaches with more consistent, replicable, cost-effective, and data-driven results.

 

Notă biografică

Sean Ellis is CEO and cofounder of GrowthHackers.com, the number one online community built for growth hackers, with 1.8 million global users and over 350,000 new monthly visitors. Sean coined the term "growth hacker" in 2010, and is the producer of the Growth Hackers Conference. He regularly speaks to start-ups and Fortune 100s and has been featured in the New York Times, the Wall Street Journal, WIRED, Fast Company, Inc.com, and TechCrunch.

Morgan Brown is the COO of Inman News, the leading business intelligence source for real estate. A digital marketing veteran with 17 years helping early stage companies find traction and breakout growth, he launched GrowthHackers.com with Sean. Both speak regularly at major conferences such as SXSW, CTA, HubSpot, and more.