Growth Hacking – More Growth, More Customers, More Success

Steve Cyr can be described as the godfather of growth hacking: his talk about customer loyalty in Las Vegas described in “Whale Hunt in the Desert” has always been a source of excitement for social engineers. Tomas Herzberger and Sandro Jenny are now delivering a work on the same topic that is more on the digital side.

After a brief presentation of the main reasons for the failure of start-ups, the second chapter will be followed by a discussion of “Growth Hacks”. The author collective works on Instagram, YouTubes Embed Code, and the like – a list of past successes that, however, are only partially applicable to the current market in terms of advancing technology. This is followed by a psychogram of the Growth Hacker, which focuses on its most important characteristics.

One, two, growth hacking

Chapter 3 begins with the presentation of the Product Market Fit. It is an Anglo-Saxon process to match customer needs. The inherently logical process is interesting in that it will be used in the next section to explain the Minimum Viable Products. The authors then enliven this with the use of personas, which are used for target group and competitive analysis. Praiseworthy is that at this point in addition to a discussion of theoretical foundations also practically worked through examples using various social networks and their advertising systems.

Chapter 4 introduces the concept of Double Diamond, which helps create growth strategies. The results thus obtained are then incorporated into an iterative process that recalls the crawl-walk-run scheme familiar from the eastern defense industry. Praiseworthy in this context is the mention of paper-based prototyping.

This introduction is followed by five chapters that shed light on a company’s lifecycle, from customer acquisition to revenue generation. The comments on customer activation and customer loyalty provide interesting impulses: Anyone who knows Steven Cyr and loves social engineering, will find some of the hints as “known”. However, this does not mean that the sections are worthless – the compilation makes it possible to scour the own processes for weaknesses and possibilities for improvement.

Chapter 10 presents methods for optimizing work as a whole: think of topics such as flow, basics of work preparation, or avoiding annoying interruptions. Finally, there is an appendix that introduces a set of ready-made toolstacks for growth-hacking processes. The following additional appendix summarizes the sources used in the chapters – why the layout did not deal with this in the form of footnotes is incomprehensible to the reviewer.

Learn by mimicry

Even Confucius knew that imitation is the cheapest way to learn or improve. The authors account for this wisdom through a variety of anecdotes spread across the work. In the interplay with the rich illustration, the work is a thoroughly pleasant to read text that still lacks depth.

“Growth Hacking” is a compilation of interesting facts that can be harnessed to realize your own growth strategies. Whether the presented stacks really fit 1: 1 in every company, may indeed be doubted, the 35 euros, the factory is still worth it.

Author (s): Tomas Herzberger, Sandro Jenny
Title: Growth hacking
Subtitle: More growth, more customers, more success
Pages: 390
Price: 34.90 euros
Publishing company: Rheinwerk Verlag
Year: 2017
Language: German
ISBN: 978-3-8362-5935-4

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