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Patrick Vlaskovits, who was part of the initial conversation that the term “growth hacker” came out of, put it well: “The more innovative your product is, the more likely you will have to find new and novel ways to get at your customers.”12 For example: 1. You can create the aura of exclusivity with an invite-only feature (as Mailbox did). 2. You can create hundreds of fake profiles to make your service look more popular and active than it actually is—nothing draws a crowd like a crowd (as reddit did in its early days). 3. You can target a single service or platform and cater to it exclusively—essentially piggybacking off or even stealing someone else’s growth (as PayPal did with eBay). 4. You can launch for just a small group of people, own that market, and then move from host to host until your product spreads like a virus (which is what Facebook did by starting in colleges—first at Harvard—before taking on the rest of the population). 5. You can host cool events and drive your first users through the system manually (as Myspace, Yelp, and Udemy all did). 6. You can absolutely dominate the App Store because your product provides totally new features that everyone is dying for (which is what Instagram did—twenty-five thousand downloads on its first day—and later Snapchat). 7. You can bring on influential advisors and investors for their valuable audience and fame rather than their money (as About.me and Trippy did—a move that many start-ups have emulated). 8. You can set up a special sub-domain on your e-commerce site where a percentage of every purchase users make goes to a charity of their choice (which is what Amazon did with Smile.Amazon.com this year to great success, proving that even a successful company can find little growth hacks). 9. You can try to name a Planned Parenthood clinic after your client or pay D-list celebrities to say offensive things about themselves to get all sorts of publicity that promotes your book (OK, those stunts were mine).

studio, and a bar and restaurant. The staff is professional and friendly, and like the hotel in the book, the real hotel is located on the edge of town within easy walking distance of not only shopping, restaurants, museums, and galleries but also Children’s Beach, Jetties Beach, and Brant Point Light. Website: Thenantuckethotel.com; Instagram: @thenantucket. The only accommodation that is directly on the beach is the Cliffside Beach Club, which was the inspiration for my first novel, The Beach Club.

Website: Cliffsidebeach.com; Instagram: @cliffsidebeachclub. The Greydon House (not to be confused with Graydon, Edie’s creepy ex-boyfriend) used to be a private home and dentist’s office but it has been lavishly remodeled into a cozy boutique hotel with an unbelievably good restaurant, Via Mare. I have stayed at the Greydon House twice myself on a “stay-cation” and found the highlights to be the delicious breakfasts, the tiles in the showers, and the ideal in-town location.

Website: Greydonhouse.com; Instagram: @greydonhouse. When you really want to get away from it all, check out the Wauwinet Inn. It’s nine miles out of town (this is very far by Nantucket standards), but the drive takes you along the beautiful, winding Polpis Road,

have a rather emotional meal in The Perfect Couple). Website: Wauwinet.com; Instagram: @thewauwinet. I Have a Place to Stay and a Way to Get Around; Now What Do I Do? You’re on an island, so let’s start at the beach! Nantucket has fifty miles of coastline, most of it open to the public. Some of it has auto access but you’ll need a four-wheel-drive vehicle with the proper sticker. For beaches such as Fortieth Pole and Smith’s Point, you need a town beach sticker, yours for $100 (you procure one of these at the police station—and hey, maybe you’ll see Chief Kapenash!). The sticker to access Great Point is purchased at the entry; it costs $160 (you can

1. You can create the aura of exclusivity with an invite-only feature (as Mailbox did). 2. You can create hundreds of fake profiles to make your service look more popular and active than it actually is—nothing draws a crowd like a crowd (as reddit did in its early days). 3. You can target a single service or platform and cater to it exclusively—essentially piggybacking off or even stealing someone else’s growth (as PayPal did with eBay). 4. You can launch for just a small group of people, own that market, and then move from host to host until your product spreads like a virus (which is what Facebook did by starting in colleges—first at Harvard—before taking on the rest of the population). 5. You can host cool events and drive your first users through the system manually (as Myspace, Yelp, and Udemy all did). 6. You can absolutely dominate the App Store because your product provides totally new features that everyone is dying for (which is what Instagram did—twenty-five thousand downloads on its first day—and later Snapchat). 7. You can bring on influential advisors and investors for their valuable audience and fame rather than their money (as About.me and Trippy did—a move that many start-ups have emulated). 8. You can set up a special sub-domain on your e-commerce site where a percentage of every purchase users make goes to a charity of their choice (which is what Amazon did with Smile.Amazon.com this year to great success, proving that even a successful company can find little growth hacks).

O diretor de criação com quem eu trabalhava era daqueles homens que bastava ver uma vez e qualquer um saberia que, dentre todas as profissões no mundo, ele só podia ser publicitário. O prazer de ser clichê. Era um homem assim, digamos, bonitão até, padrão. Barba e cabelo bem cheios, armações de óculos grossas, pretas. Solteiro, mais de 40 anos na fuça e camisetas de personagens de desenho animado. Tênis com estampa quadriculada. Mais dinheiro gasto em tatuagens do que em livros ou viagens, isso era óbvio. Um filho de 6 anos criado e sustentado só pela mãe, que ele via a cada 15 dias, mas que rendia fotos, legendas e hashtags bonitas no Instagram.

Uma pesquisadora inglesa especialista no tema, Kate Atkin, lista a seguinte fórmula para lidar com esse problema: • Fale sobre o assunto e o que sente. Logo perceberá que não está sozinho e que boa parte das pessoas sente o mesmo que você (e foi por isso que a Paula propôs aqueles stories no Instagram); • Reconheça o seu sucesso e não atribua o que conquista à sorte ou ao trabalho duro. Sem o seu talento e habilidade, você não alcançaria os mesmos resultados; • Entenda que ninguém é perfeito e aceite que você vai fracassar em algum momento. Não use o fracasso como um reflexo de quem você é, apenas aprenda com ele; • Pare de se comparar com os outros, compare-se consigo mesmo para perceber a sua evolução ao longo do tempo. Eu ainda acrescentaria outros dois pontos nessa lista: 1. Permita-se pedir ajuda! Além da ideia da perfeição nata para o desenvolvimento de uma habilidade, em muitos momentos existe a concepção

You have amazing kids. I know. I’ve seen them in action. They have creative, inspiring ideas. Your kids’ imaginations are the adult think-tanks of the future. Ask them what superpower they would want. You might be surprised by the answer. If I were you, this what I would do next: Discover and develop your superpowers. That will help you construct a family where your kids will find their passion. Step One: Try out these moves to create a family that laughs more and plays together: be the parent, become a stronger team with your partner, be the good witch, learn to pivot. Start by taking care of yourself –remember to apply your own oxygen mask first. That way your kids will feel safe to take risks and dream big. Remember, one of their ideas just might save the world one day. Ask yourself: Is your family a safe place to try new things? Can you look foolish in front of each other? Do you know what excites your partner or your kids? Work toward making your household a place where you ask yourself these questions all the time. Step Two: Model your superpowers to provide the branch that supports your kids’ thought experiments. Set up a family culture that naturally encourages your kids to go out on a limb, to take risks, to fail, and to pick themselves up again. Learning from their mistakes – and having the courage to make mistakes – is how they will kick some ass. Step Three: Share your stories with me at drrobertzeitlin.com or @drrobertzeitlin on Twitter or Instagram. Use the hashtags #laughmore and #kickasskids.

Instagram: @lxwest Email: hdpwritings@gmail.com

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