Pr Marketing Quotes

Networking isn't how many people you know, it's how many people know you.

If you've taken a photo with your camera's pop-up flash, you're probably wondering how camera manufacturers list pop-up flash as a feature and keep a straight face. It's probably because the term "pop-up flash" is actually a marketing phrase dreamed up by a high-powered PR agency, because its original, more descriptive, and more accurate name is actually "the ugly-maker.

Advertising, Marketing, PR can get more people to buy your book. Only great writing can get more people to love it.

No controversy, no PR.

The idealized market was supposed to deliver ‘friction free’ exchanges, in which the desires of consumers would be met directly, without the need for intervention or mediation by regulatory agencies. Yet the drive to assess the performance of workers and to measure forms of labor which, by their nature, are resistant to quantification, has inevitably required additional layers of management and bureaucracy. What we have is not a direct comparison of workers’ performance or output, but a comparison between the audited representation of that performance and output. Inevitably, a short-circuiting occurs, and work becomes geared towards the generation and massaging of representations rather than to the official goals of the work itself. Indeed, an anthropological study of local government in Britain argues that ‘More effort goes into ensuring that a local authority’s services are represented correctly than goes into actually improving those services’. This reversal of priorities is one of the hallmarks of a system which can be characterized without hyperbole as ‘market Stalinism’. What late capitalism repeats from Stalinism is just this valuing of symbols of achievement over actual achievement. […] It would be a mistake to regard this market Stalinism as some deviation from the ‘true spirit’ of capitalism. On the contrary, it would be better to say that an essential dimension of Stalinism was inhibited by its association with a social project like socialism and can only emerge in a late capitalist culture in which images acquire an autonomous force. The way value is generated on the stock exchange depends of course less on what a company ‘really does’, and more on perceptions of, and beliefs about, its (future) performance. In capitalism, that is to say, all that is solid melts into PR, and late capitalism is defined at least as much by this ubiquitous tendency towards PR-production as it is by the imposition of market mechanisms.

An entrepreneur with strong network makes money even when he is asleep.

The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself.

... coding and technical chops are now an essential part of being a great marketer. Growth hackers are a hybrid of marketer and coder...

Barack Obama is the most successful new marketer in history. Study his campaign so that you can adapt the ideas for your business.

When people come to you online, they are not looking for TV commercials. They are looking for information to help them make a decision.

Nowadays, some 60–70 percent of our clients turn to us as PR consultants—and it seems to be exactly the same everywhere in the world—for two main reasons: crisis management and reputation management.

We do need these two words, “public” and “relations”—and, of course, those words are still extremely important. However, those 3 billion people who are social media users are all dealing with “relations,” and everything has become “public”! With social media, everything has been “public” for quite a while now; there is nothing “nonpublic” anymore.

A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable. Their tools are e-mails, pay-per-click ads, blogs, and platform APIs instead of commercials, publicity, and money.

The closest that most of us come to a direct experience of the centerlessness of capitalism is an encounter with the call center. As a consumer in late capitalism, you increasingly exist in two, distinct realities: the one in which the services are provided without hitch, and another reality entirely, the crazed Kafkaesque labyrinth of call centers, a world without memory, where cause and effect connect together in mysterious, unfathomable ways, where it is a miracle that anything ever happens, and you lose hope of ever passing back over to the other side, where things seem to function smoothly. What exemplifies the failure of the neoliberal world to live up to its own PR better than the call center? Even so, the universality of bad experiences with call centers does nothing to unsettle the operating assumption that capitalism is inherently efficient, as if the problems with call centers weren’t the systemic consequences of a logic of Capital which means organizations are so fixated on making profits that they can’t actually sell you anything. The call center experience distils the political phenomenology of late capitalism: the boredom and frustration punctuated by cheerily piped PR, the repeating of the same dreary details many times to different poorly trained and badly informed operatives, the building rage that must remain impotent because it can have no legitimate object, since – as is very quickly clear to the caller –there is no-one who knows, and no-one who could do anything even if they could. Anger can only be a matter of venting; it is aggression in a vacuum, directed at someone who is a fellow victim of the system but with whom there is no possibility of communality. Just as the anger has no proper object, it will have no effect. In this experience of a system that is unresponsive, impersonal, centerless, abstract and fragmentary, you are as close as you can be to confronting the artificial stupidity of Capital in itself. Call center angst is one more illustration of the way that Kafka is poorly understood as exclusively a writer on totalitarianism; a decentralized, market Stalinist bureaucracy is far more Kafkaesque than one in which there is a central authority. Read, for instance, the bleak farce of K’s encounter with the telephone system in the Castle, and it is hard not to see it as uncannily prophetic of the call center experience.

First Google built a superior product. Then it built excitement by making it invite-only. And by steadily increasing the number of invites allowed to its existing user base, Gmail spread from person to person until it became the most popular, and in many ways the best, free e-mail service. Enormous

The explosion of paperwork, in turn, is a direct result of the introduction of corporate management techniques, which are always justified as ways of increasing efficiency, by introducing competition at every level. What these management techniques invariably end up meaning in practice is that everyone winds up spending most of their time trying to sell each other things: grant proposals; book proposals; assessments of our students’ job and grant applications; assessments of our colleagues; prospectuses for new interdisciplinary majors, institutes, conference workshops, and universities themselves, which have now become brands to be marketed to prospective students or contributors. Marketing and PR thus come to engulf every aspect of university life.

Public relations, as with all forms of branding and marketing is manipulation. This is why you have to have a firm ethic standing to engage in these practices.

With growth hacking, we begin by testing until we can be confident we have a product worth marketing. Only then do we chase the big bang that kick-starts our growth engine.

There must be a reason to share it and the means to do so.

A buyer persona profile is a short biography of the typical customer, not just a job description but a person description,” says Adele Revella,

The old way—where product development and marketing were two distinct and separate processes—has been replaced.

The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself. —AARON GINN

Marketing has always been about the same thing—who your customers are and where they are.

Some companies like Airbnb and Instragram spend a long time trying new iterations until they achieve what growth hackers call Product Market Fit (PMF);

PR is everything and everywhere. PR is the King and the Slave, the Game Changer and the Boss, the revolution! Indeed, the Global PR Revolution!

The more successful your business becomes, the more media you will attract!

When you get right down to it, the real skill for marketers today isn’t going to be helping some big, boring company grow 1 percent a year but creating a totally new brand from nothing using next-to-no resources.

Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. . . .

At the very beginning, when the PR industry was invented, some 110 years ago, about 95 percent of the relations in politics and in busi- ness were hidden from the public—only the convenient information was made available, no more than 5 percent.

In order to lead a successful marketing and communications campaign, you must support key customer relations initiatives, integrate creative methods of branding, oversee execution of effective publicity, and focus on media pitching that will support PR and Social Media strategies.

As Sean Ellis, one of the first growth hackers—he coined the term with Patrick Vlaskovits—puts it: “Focusing on customer acquisition over ‘awareness’ takes discipline. . . . At a certain scale, awareness/brand building makes sense. But for the first year or two it’s a total waste of money.

Let’s be honest, a traditional marketer would not even be close to imagining the integration above—there’s too many technical details needed for it to happen. As a result, it could only have come out of the mind of an engineer tasked with the problem of acquiring more users from Craigslist.13

Freedom of speech is priceless to me. So is the freedom of expres- sion of thoughts and beliefs as an expression of yourself, the free- dom of showing that you are different, the freedom of being the force motivating people around you, and the freedom of being motivated by the successes of others.

To improve your bounce rate, you need to either adjust the service—iteratively, using A/B testing—or adjust who you are trying to attract to your service. If people are coming to your site and only a small percentage “stay,” the answer is never, I repeat, never to try to get higher volumes of traffic.

Eric Ries, author of The Lean Startup, explains that the best way to get to Product Market Fit is by starting with a “minimum viable product” and improving it based on feedback—as opposed to what most of us do, which is to try to launch publicly with what we think is our final, perfected product. Today,

Publishers and advertisers can't differentiate between the types of impressions an ad does on a site. A perusing reader is no better than an accidental reader. An article that provides worthwhile advice is no more valuable than one instantly forgotten. So long as the page loads and the ads are seen, both sides are fulfilling their purpose. A click is a click.

What works to generate flows of new leads: Trial-and-error in lead generation (requires patience, experimentation, money). “Marketing through teaching” via regular webinars, white papers, email newsletters and live events, to establish yourself as the trusted expert in your space (takes lots of time to build predictable momentum). Patience in building great word-of-mouth (the highest value lead generation source, but hardest to influence). Cold Calling 2.0: By far the most predictable and controllable source of creating new pipeline, but it takes focus and expertise to do it well. Luckily, you are holding the guide to the process in your hands right now. Building an excited partner ecosystem (very high value, very long time-to-results). PR: It’s great when, once in awhile, it generates actual results!

PR *is* a shrewd, rough game. It's learning to psychologically manipulate, play on people's greed and vanity. Convincing a target audience to buy products and services they neither need nor want. Profiting from making them spend hard-earned money and feeling happy about doing it. Smiling as they empty their wallets. It's devious exploitation, taking advantage of the human psyche, and I'm good at it. Very good.

I am here to tell you that nearly every business has a great story waiting to be told, you just have to step out of yourself, or your business, to see it. When you’re in the weeds every day, it can be difficult to do, but trust me, when you do, when you find your story, you will get so excited about the marketing opportunities it opens up that it will take very little work to attract the media attention, followers, engagement, website traffic and customers you desire.

The company’s most effective marketing tactic (besides making a great product) would never have been conceived or attempted by a pure marketing team. Instead, the engineers coded a set of tools that made it possible for every member to seamlessly cross-post his or her Airbnb listing on craigslist (because craigslist does not technically “allow” this, it was a fairly ingenious work-around). As a result, Airbnb—a tiny site—suddenly had free distribution on one of the most popular websites in the world.

In this case, it’s half strategy, half engineering. The combination is going to be different in every situation, but the point is that it’s always outside-the-box, even outside-the-budget. Today, as a marketer, our task isn’t necessarily to “build a brand” or even to maintain a preexisting one. We’re better off building an army of immensely loyal and passionate users. Which is easier to track, define, and grow? Which of these is real, and which is simply an idea? And when you get that right—a brand will come naturally.

The people who have been known as PR experts—and still go by that title—have now turned into a combina- tion of publishers, reporters, and editors. We are publishers because we own media. We control the social media profiles and pages of our clients. We have their blogs and their websites. We are reporters because we have to fill up all those media chan- nels with relevant content. We are editors because that content has got to be created, designed, arranged, structured, and presented in the best way pos- sible so that it can be convincing, attention-grabbing, and—most important—efficient.

If your brand wants to succeed on social media, it is essential that you first understand that there are two different kinds of marketing: brand marketing and direct marketing. Brand marketing includes things like digital media, social media, and PR, and its primary goals are awareness and engagement. Building reputation and community are other goals.8 In contrast, the entire goal of direct marketing (also known as direct-response marketing) is to make a sale. Brand marketing lays the groundwork for direct marketing, and you need brand marketing in order to execute effective direct marketing.

10. What books would you recommend to an aspiring entrepreneur? Some quick favorites: The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries and Jack Trout The 48 Laws of Power by Robert Greene The 33 Strategies of War by Robert Greene Antifragile: Things That Gain from Disorder by Nassim Nicholas Taleb The Fish That Ate the Whale: The Life and Times of America’s Banana King by Rich Cohen Wikinomics: How Mass Collaboration Changes Everything by Don Tapscott and Anthony D. Williams Contagious: Why Things Catch On by Jonah Berger The Pirate’s Dilemma: How Youth Culture Is Reinventing Capitalism by Matt Mason Rules for Radicals: A Pragmatic Primer for Realistic Radicals by Saul D. Alinsky The New New Thing: A Silicon Valley Story by Michael Lewis Here Comes Everybody: The Power of Organizing Without Organizations by Clay Shirky Purple Cow: Transform Your Business by Being Remarkable by Seth Godin Eleven Rings: The Soul of Success by Phil Jackson and Hugh Delehanty Billion Dollar Lessons: What You Can Learn from the Most Inexcusable Business Failures of the Last 25 Years by Paul B. Carroll and Chunka Mui Gonzo Marketing: Winning Through Worst Practices by Christopher Locke

In the same way, when newspapers began to die and social media started its supreme reign, we didn’t imagine the risk of fake news. We didn’t think that when media is freely in the hands of billions of people, they will do with it as they please. We didn’t suspect that social media profiles could be stolen and fake personalities would come up. We didn’t know that there would be fake profiles, pretend- ers, bots, and other ill-minded actors whose only goal would be to carry out some political or business manipulation agenda so they could destroy some company or boost another that didn’t have what it takes.

Growth hackers resist this temptation (or, more appropriate, this delusion). They opt, deliberately, to attract only the early adopters who make or break new tech services and seek to do it as cheaply as possible. In fact, part of the reason the scrappy start-ups, services, and apps in this book might not always be well-known or topics of daily conversation is because their founders have focused their energies on product development with an eye toward growth—they’re now millions of members strong without any superfluous “buzz.” They got to mass market by ignoring the urge to appeal to the mass market, at least to start with.

Evernote still came up with a bunch of clever tricks to get people to see its products while marketing was on their strategic back burner. After hearing customers complain that their bosses were suspicious of employees using their laptops in meetings, the Evernote team produced stickers that said, “I’m not being rude. I’m taking notes in Evernote.” Thus, their most loyal customers were turning into billboards that went from meeting to meeting. Once we stop thinking of the products we market as static—that our job as marketers is to simply work with what we’ve got instead of working on and improving what we’ve got—the whole game changes.

I don’t fecking believe it,” Uncle Coilin grumbled. “I could put up with the French, the Italians, the Americans, the Chinese, the Russians.” He continued a list that seemed to take several minutes to complete before concluding: “but I never thought you’d end up with a fecking Englishman.” Hayden stared at Karla open-mouthed. “Is there any nationality you haven’t slept with?” She mused for a few moments. “No-one from Tibet.” “You have some prejudice against Tibetans?” She shook her head. “No. I’ve just never met the right one. Yet.” A grin slowly spread across her face. “Mind you, I bet the Dalai Lama would be awesome.” “I don’t think he has sex.” Waving her hand, she looked at Hayden with mild contempt as Coilin sank his head into his hand. “That’s just marketing and PR bullshit,” she explained breezily. “I bet you, he’d be fantastic in the sack. I mean, it wouldn’t be like shagging the Pope - you know, all kinky shit and getting me to dress up as a young girl. No, he’d be a Tantric master. He’d keep me in a state of orgasm for hours.” Hayden sighed. “I don’t know which is worse: your perverse grasp of theology or the fact you fantasise about sex with the world’s religious leaders.” “It’s the only way to bring us together in peace and harmony,” she replied, smiling sweetly.

The theory of the long tail as popularized by Chris Anderson in his book of the same name is that our culture and economy are increasingly shifting away from a focus on a relatively small number of major hits (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare. 5

It was a wake-up call to me to learn that Airbnb was by no means unique: Instagram started as a location-based social network called Burbn (which had an optional photo feature). It attracted a core group of users and more than $500,000 in funding. And yet the founders realized that its users were flocking to only one part of the app—the photos and filters. They had a meeting, which one of the founders recounts like this: “We sat down and said, ‘What are we going to work on next? How are we going to evolve this product into something millions of people will want to use? What is the one thing that makes this product unique and interesting?’”7 The service soon retooled to become Instagram as we know it: a mobile app for posting photos with filters. The result? One hundred thousand users within a week of relaunching. Within eighteen months, the founders sold Instagram to Facebook for $1 billion. I know that seems simple, that the marketing lesson from Instragram is that they made a product that was just awesome. But that’s good news for you—it means there’s no secret sauce, and the second your product gets to be that awesome, you can see similar results. Just look at Snapchat, which essentially followed the same playbook by innovating in the mobile photo app space, blew up with young people, and skyrocketed to a $3.5-billion-dollar valuation with next-to-no marketing.

Take Evernote, a start-up that offers productivity and organization software, which made the companywide decision to delay spending even a penny on marketing for the first several years of its growth. As Evernote’s founder, Phil Libin, told a group of entrepreneurs in a now-classic talk, “People [who are] thinking about things other than making the best product, never make the best product.” So Evernote took “marketing” off the table and instead poured that budget into product development. This undoubtedly slowed brand building at first—but it paid off. Why? Because Evernote is far and away the most superior productivity and note-taking application on the planet. Today, it practically markets itself.

In 2019, however, there is nothing left from that: the revolution- ary advent of social media has now reached its full swing, and 100 percent of all deeds, thoughts, deals, and acts in our lives are public. Social media’s almightiness has brought about many things, but the main one is transparency. Total transparency everywhere and for everyone. As a result, social media have shaken up the PR industry beyond recognition. In fact, social media have caused the first and only real PR revolution in the industry’s more than 100 years of history. Regardless of how the PR business may have developed over the years, we always used to be a transmission, a sort of bridge, between our clients and their clients.

millions—often more than the budget of the movie itself—studios regularly write off major releases as complete washes. And when they do succeed, no one has any idea why or which of the ingredients were responsible for it. As screenwriter William Goldman famously put it, nobody knows anything—even the people in charge. It’s all a big gamble. Which is fine, because their system is designed to absorb these losses. The hits pay for the mistakes many times over. But there is a big difference between them and everyone else in the world. You can’t really afford for your start-up to fail; your friend has sunk everything into her new business; and I can’t allow my book to flop. We don’t have ten other projects coming down the pike. This is it.

All the recent marketing successes have been PR successes, not advertising successes. To name a few: Starbucks, The Body Shop, Amazon.com, Yahoo!, eBay, Palm, Google, Linus, PlayStation, Harry Potter, Botox, Red Bull, Microsoft, Intel, and BlackBerry. A closer look at the history of most major brands shows this to be true. As a matter of fact, an astonishing number of well-known brands have been built with virtually no advertising at all. Anita Roddick built The Body Shop into a worldwide brand without any advertising. Instead she traveled the world looking for ingredients for her natural cosmetics, a quest that resulted in endless publicity. Until recently Starbucks didn’t spend a hill of beans on advertising either. In its first ten years, the company spent less that $10 million (total) on advertising in the United States, a trivial amount for a brand that delivers annual sales of $1.3 billion today. Wal-Mart became the world’s largest retailer, ringing up sales approaching $200 billion, with little advertising. Sam’s Club, a Wal-Mart sibling, averages $56 million per store with almost no advertising. In the pharmaceutical field, Viagra, Prozac, and Vioxx became worldwide brands with almost no advertising. In the toy field, Beanie Babies, Tickle Me Elmo, and Pokémon became highly successful brands with almost no advertising. In the high-technology field, Oracle, Cisco, and SAP became multibillion-dollar companies (and multibillion-dollar brands) with almost no advertising.

What works to generate flows of new leads: Trial-and-error in lead generation (requires patience, experimentation, money). “Marketing through teaching” via regular webinars, white papers, email newsletters and live events, to establish yourself as the trusted expert in your space (takes lots of time to build predictable momentum). Patience in building great word-of-mouth (the highest value lead generation source, but hardest to influence). Outbound Prospecting (aka "Cold Calling 2.0"):: By far the most predictable and controllable source of creating new pipeline, but it takes focus and expertise to do it well. Luckily, you are holding the guide to the process in your hands right now. Building an excited partner ecosystem (very high value, very long time-to-results). PR: It’s great when, once in a while, it generates actual results!

The most insidious part of the traditional marketing model is that “big blowout launch” mythology. Of course, equally seductive is the “build it and they will come” assumption that too many people associate with the Web. Both are too simple and rarely effective. Remember what Aaron Swartz realized. Users have to be pulled in. A good idea is not enough. Your customers, in fact, have to be “acquired.” But the way to do that isn’t with a bombardment. It’s with a targeted offensive in the right places aimed at the right people. Your start-up is designed to be a growth engine—and at some point early on, that engine has to be kick-started. The good news is that we have to do that only once. Because the next step isn’t about getting more attention or publicity. The endless promotional cycle of traditional marketing is not our destiny. Because once we bring our first customers in, our next move is to set about turning them into an army.

Noah Kagan, a growth hacker at Facebook, the personal finance service Mint.com (which sold to Intuit for nearly $170 million), and the daily deal site AppSumo (which has more than eight hundred thousand users), explains it simply: “Marketing has always been about the same thing—who your customers are and where they are.”5 What growth hackers do is focus on the “who” and “where” more scientifically, in a more measurable way. Whereas marketing was once brand-based, with growth hacking it becomes metric and ROI driven. Suddenly, finding customers and getting attention for your product are no longer guessing games. But this is more than just marketing with better metrics; this is not just “direct marketing” with a new name. Growth hackers trace their roots back to programmers—and that’s how they see themselves. They are data scientists meets design fiends meets marketers. They welcome this information, process it and utilize it differently, and see it as desperately needed clarity in a world that has been dominated by gut instincts and artistic preference for too long. But they also add a strong acumen for strategy, for thinking big picture, and for leveraging platforms, unappreciated assets, and new ideas.

TechCrunch, Fast Company, Mashable, Inc., Entrepreneur, and countless other publications. LinkedIn and Hacker News abound with job postings: Growth Hacker Needed. Their job isn’t to “do” marketing as I had always known it; it’s to grow companies really fast—to take something from nothing and make it something enormous within an incredibly tight window. And it says something about what marketing has become that these are no longer considered synonymous tasks. The term “growth hacker” has many different meanings for different people, but I’ll define it as I have come to understand it: A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable. Their tools are e-mails, pay-per-click ads, blogs, and platform APIs instead of commercials, publicity, and money. While their marketing brethren chase vague notions like “branding” and “mind share,” growth hackers relentlessly pursue users and growth—and when they do it right, those users beget more users, who beget more users. They are the inventors, operators, and mechanics of their own self-sustaining and self-propagating growth machine that can take a start-up from nothing to something.

Recipe for a Perfect Wife, the Novel INGREDIENTS 3 cups editors extraordinaire: Maya Ziv, Lara Hinchberger, Helen Smith 2 cups agent-I-couldn’t-do-this-without: Carolyn Forde (and the Transatlantic Literary Agency) 1½ cup highly skilled publishing teams: Dutton US, Penguin Random House Canada (Viking) 1 cup PR and marketing wizards: Kathleen Carter (Kathleen Carter Communications), Ruta Liormonas, Elina Vaysbeyn, Maria Whelan, Claire Zaya 1 cup women of writing coven: Marissa Stapley, Jennifer Robson, Kate Hilton, Chantel Guertin, Kerry Clare, Liz Renzetti ½ cup author-friends-who-keep-me-sane: Mary Kubica, Taylor Jenkins Reid, Amy E. Reichert, Colleen Oakley, Rachel Goodman, Hannah Mary McKinnon, Rosey Lim ½ cup friends-with-talents-I-do-not-have: Dr. Kendra Newell, Claire Tansey ¼ cup original creators of the Karma Brown Fan Club: my family and friends, including my late grandmother Miriam Christie, who inspired Miriam Claussen; my mom, who is a spectacular cook and mother; and my dad, for being the wonderful feminist he is 1 tablespoon of the inner circle: Adam and Addison, the loves of my life ½ tablespoon book bloggers, bookstagrammers, authors, and readers: including Andrea Katz, Jenny O’Regan, Pamela Klinger-Horn, Melissa Amster, Susan Peterson, Kristy Barrett, Lisa Steinke, Liz Fenton 1 teaspoon vintage cookbooks: particularly the Purity Cookbook, for the spark of inspiration 1 teaspoon loyal Labradoodle: Fred Licorice Brown, furry writing companion Dash of Google: so I could visit the 1950s without a time machine METHOD: Combine all ingredients into a Scrivener file, making sure to hit Save after each addition.

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).

to

With tools like Compete, Quantcast, and Alexa, it was easy to research potential sites we wanted to appear on, cross-check their traffic, and then reach out. And as I explained earlier, when your product is actually relevant and designed for a specific audience, bloggers love to write about you. Writing articles about you means more pageviews (and advertising revenue) for them!

Making things more observable makes them easier to imitate

The PayPal Wars,

Focusing on customer acquisition over ‘awareness’ takes discipline. . . . At a certain scale, awareness/brand building makes sense. But for the first year or two it’s a total waste of money.”25

Because once we bring our first customers in, our next move is to set about turning them into an army.

refresh your memory, here are the nineteen channels: Targeting Blogs Publicity Unconventional PR Search Engine Marketing (SEM) Social and Display Ads Offline Ads Search Engine Optimization (SEO) Content Marketing Email Marketing Viral Marketing Engineering as Marketing Business Development (BD) Sales Affiliate Programs Existing Platforms Trade Shows Offline Events Speaking Engagements Community Building

The Working Backwards process is all about starting from the customer perspective and following a step-by-step process where you question assumptions relentlessly until you have a complete understanding of what you want to build. It’s about seeking truth. Sometimes the Working Backwards process can uncover some surprising truths. Some companies, in a rush to get a project to market, ignore that truth and keep building according to the original plan. In their attachment to the modest gains of that plan, they motivate the team to pursue it aggressively, only to realize much later that there was a much bigger gain to be had if they’d taken the time to question their own assumptions. The cost of changing course in the PR/FAQ writing stage is much lower than after you’ve launched and have an operating business to manage. The Working Backwards process tends to save you from the expensive proposition of making a significant course change after you’ve launched your product.

There is probably a perverse pride in my administration … that we were going to do the right thing, even if short-term it was unpopular. And I think anybody who’s occupied this office has to remember that success is determined by an intersection in policy and politics and that you can’t be neglecting of marketing and P.R. and public opinion.

Everything you say and everything you do has to prove what you believe. A WHY is just a belief. That’s all it is. HOWs are the actions you take to realize that belief. And WHATs are the results of those actions—everything you say and do: your products, services, marketing, PR, culture and whom you hire.

This is not, however, under the direct influence of the digital marketer. Your brand can be affected by company performance, positive or negative PR, growth or downsizing decisions, customer service performance, pricing and many more factors, some of which we have already touched on in the previous chapter.

Vision mission: What was the original market or technology insight that led you to create this company? Customers: Who do you envision buying this product or service? Who will use it? Problem statement: What’s the problem you think you can solve for your potential customers? Use cases: What are the specific ways people will use this product or service to solve their problem? Product/solution: Give a detailed explanation of the technology behind the solution—what does it do now, and what else is it capable of doing? Ecosystem: In many cases there are other companies involved in solving the problem or adding additional value. These companies form an ecosystem around the problem and solution. What are all the companies and where in the ecosystem are the control points where one company has leverage? Competition: Who else is trying to solve this problem—or, if no one else sees the problem yet, who might jump in to compete with you to solve the problem once you identify it? Business model: How will your product or service change business for your customers? Will it increase their return on investment or reduce costs in a significant way? Or does it allow them to do something that couldn’t have been done with prior technology, creating huge value? Sales and go-to-market: Enterprise companies should articulate how the product or solution will make its way to the market. Through a sales force? Through distribution partners? Both? For a consumer company, how will users find out about your solution? From app stores? Search? Viral adoption? Growth hacking techniques? Advertising? PR? Organization: How is the company organized? Who are the major influencers on the company? How are decisions made? What kind of culture will work? Funding strategy: What’s the next funding event? A private financing? An IPO? How much runway does the company have before it needs more money and what kind of funding is in place to execute against the category strategy?

Whatever it is you are calling about, you must do it with integrity and honesty. The way to be an excellent cold-caller is to care about what you're talking about...

To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products. —BRIAN HALLIGAN, CEO AND COFOUNDER OF HUBSPOT

We might not have marketing budgets, or a massive fan base . . . [but] we can build books for sharing. We can sample at scale. We can give readers a stake in distribution. We can open up exchange between artist and fan, beyond the sales transaction. And we can do this in a way that drives creative profitability. —MATT MASON, CHIEF CONTENT OFFICER, BITTORRENT

If you know the Way broadly you will see it in everything. —MIYAMOTO MUSASHI

The term “growth hacker” has many different meanings for different people, but I’ll define it as I have come to understand it: A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable. Their tools are emails, data targeting, blogs, and platform APIs instead of commercials, publicity, and money. While their marketing brethren chase vague notions like “branding” and “mind share,” growth hackers relentlessly pursue users and growth—and when they do it right, those users become evangelists for products, bringing more users with them. Growth hackers are the inventors, operators, and mechanics of a self-sustaining and self-propagating growth machine that can take a company not just from zero to one, but from one to a hundred or a hundred million.

You, too, can have your own little slice of paradise; all you have to do is destroy that paradise in the process. This kind of banal desire, and the greed that sold it, has been Florida’s true destruction. Developers pitted man versus nature, not as it had been before as a struggle for survival out in a harsh and remote wilderness, but as a struggle to uphold a false hierarchy of creation. Humans are more important than animals, they said. The soil is ours to scourge and conquer. Marketing has convinced us that trivial luxuries are more important than the natural world, as if we are not part of the natural world ourselves, as if our consumption is not a bid against our own interests, one in favor of concrete and routine against the unwieldy and awe-inspiring, monotony against biodiversity, pesticides against night music, the greed of a few against life itself on our planet. Dozens of species go extinct every day, with perhaps a million more under threat of extinction within our lifetime. Corporate greed tells us this doesn’t merit our attention. If you feel bad, cut back on your own, because it’s certainly not their fault. Such PR sleight of hand shifts the blame, feeds our guilt, inflames our anxiety, convinces us to consume more and more, until we give up caring, if we ever cared at all. Without thinking, we have become numb to the quiet collapse going on around us. Everything is connected. A species dying is a piece of our world dying. If the world dies, we die, too.

Again, selling has a very broad definition. Selling doesn’t necessarily just mean selling to individual customers, but it can mean marketing, it can mean communicating, it can mean recruiting, it can mean raising money, it can mean inspiring people, it could mean doing PR. It’s a broad umbrella category. [78] Earn with your mind, not your time.

The Instagram versus Hipstamatic story is perhaps the canonical example of a strategy made famous by Chris Dixon’s 2015 essay “Come for the tool, stay for the network.” Chris writes: A popular strategy for bootstrapping networks is what I like to call “come for the tool, stay for the network.” The idea is to initially attract users with a single-player tool and then, over time, get them to participate in a network. The tool helps get to initial critical mass. The network creates the long term value for users, and defensibility for the company.40 There are many other examples across many sectors beyond photo apps: The Google Suite provides stand-alone tools for people to create documents, spreadsheets, and presentations, but also network features around collaborative editing, and comments. Games like Minecraft or even classics like Street Fighter can be played in single-player mode where you play against the computer, or multiplayer mode where you play with friends. Yelp started out effectively as a directory tool for people to look up local businesses, showing addresses and phone numbers, but the network eventually built out the database of photos and reviews. LinkedIn started as a tool to put your resume online, but encouraged you to build up your professional network over time. “Come for the tool, stay for the network” circumvents the Cold Start Problem and makes it easier to launch into an entire network—with PR, paid marketing, influencers, sales, or any number of tried-and-true channels. It minimizes the size requirement of an atomic network and in turn makes it easy to take on an entire network. Whether it’s photo-sharing apps or restaurant directories, in the framework of the Cold Start Theory, this strategy can be visualized. In effect, a tool can be used to “prop up” the value of the network effects curve when the network is small.

prioritize your feature set based on a number of categories such as scalability, customer impact, development resources, PR and market response, cost, and revenue

IRCC Updates Guidance on Intra-Company Transferees Amid Canadian Immigration Changes: ESSE India Insights On October 3, Immigration, Citizenship, and Refugees Canada (IRCC) introduced updated guidelines concerning Intra-Company Transferees (ICTs) under Canada's International Mobility Program. These updates are especially relevant for foreign nationals looking to transfer within multinational corporations to Canadian branches, as they clarify the criteria for eligibility and the assessment of specialized knowledge. For individuals pursuing, including those engaging in work programs like the Global Talent Stream Canada, these changes have significant implications. These updates align with IRCC’s broader objective to decrease the proportion of temporary residents in Canada over the next three years. This is particularly important for those seeking assistance from Canada immigration consultants, especially those based in India, who are providing services for Canada PR consultancy. Key Changes to the Intra-Company Transferee Program The IRCC has refined the ICT program under section R205(a) of Canadian Interests – Significant Benefit. Transfers must now originate from an established foreign enterprise of a multinational corporation (MNC). The updates also clarify the definition of “specialized knowledge,” which is crucial for foreign workers applying for such roles. Furthermore, all ICT instructions have been consolidated onto a single page, streamlining the process for applicants and immigration consultants alike. These changes don’t just affect ICT applicants but also extend to broader implications for those navigating the Canada PR process, including individuals using Canada immigration consultants in India or from other locations. Those applying through programs such as bcpnp, provincial nomination, or even looking to work and study in Canada for free should take these updates into consideration. Free Trade Agreements and the International Mobility Program The updates also encompass free trade agreements related to ICTs, including the Canada–United States–Mexico Agreement, Canada–Korea Free Trade Agreement, and Canada–European Union: Comprehensive Economic and Trade Agreement. These agreements simplify the Canada PR procedure for skilled workers, often allowing them to bypass the requirement for a Labour Market Impact Assessment (LMIA), which can be time-consuming. This simplification is beneficial for businesses and foreign nationals navigating the Canadian immigration system. For those considering PR in Australia or Germany through the Global Talent Stream Australia or Global Talent Stream Germany, understanding the differences in immigration policies between countries is vital. As Canada refines its ICT program, both Australia PR and Germany PR processes have their own unique requirements, which can be managed with the help of Australia immigration consultants or Germany immigration consultants. Impacts on Temporary Resident Programs and the Canadian Labour Market In conjunction with the ICT updates, Canada's Temporary Foreign Worker Program (TFWP), which involves LMIA-based work permits, is undergoing significant reforms. IRCC’s new measures aim to reduce temporary residents in Canada from 6.5% to 5% of the total population by 2026. These changes will be especially relevant for foreign nationals seeking permanent residency in Canada and for those applying for Canada Visa Consultancy Services, such as spouse visa consultants or tourist visa ETA applications. Long-Term Outlook for Canadian Immigration Looking ahead, IRCC’s reforms signify a strategic shift in Canada’s immigration framework. Key programs such as the Provincial Nominee Program (PNP), study permits, and post-graduation work permits (PGWPs) will be affected by these changes. For immigrants relying on Canada immigration consultants, staying informed about these updates is essential for making well-informed decisions.

Building a product is like making a song. The band is composed of marketing, sales, engineering, support, manufacturing, PR, legal. And the product manager is the producer—making sure everyone knows the melody, that nobody is out of tune and everyone is doing their part. They’re the only person who can see and hear how all the pieces are coming together, so they can tell when there’s too much bassoon or when a drum solo’s going on too long,

Všechno, co říkáte, a všechno, co děláte, musí potvrzovat vaše PROČ. PROČ je určitý názor, přesvědčení. Nic víc. JAK znamená akce, které podnikáte při realizaci svého přesvědčení. A CO je výsledkem těchto akcí – tedy vše, co řeknete a uděláte: produkty, služby, marketing, PR (vztahy s veřejností), firemní kultura, zaměstnanci. Všechny tyto věci musí být konzistentní. Díky konzistenci budou lidé vidět a slyšet bez stínu pochyb to, čemu věříte.

there are unparalleled opportunities for emerging agencies and consultants to transform, disrupt, and thrive within the developing marketing services ecosystem. The agencies and professionals with the will and vision to adapt and evolve will rise, and many traditional and digital-only firms will become obsolete.

(A very common question: Where do I find the right people? If this isn’t immediately obvious to you, then you don’t know your own industry well enough to even consider launching a product yet. Period.)

a growth hacker doesn’t think branding is worthless, just that it’s not worth the premium that traditional marketers pay for it.

You will find, as I did, that the definition of marketing is in desperate need of expansion.

The thing about marketers—and, well, everyone—is that we’re wrong all the time. We think we make good gut decisions, but we don’t.

The old model makes being wrong incredibly expensive. Who can afford to learn that the product isn’t resonating after they’ve spent months planning a campaign?

It is not in the marketing industry’s DNA to be any of the following things, which are critical to growth hacking: In-house Lean/efficient Trackable Internal (that is product development) over external (public facing/attention seeking)

A growth hacker doesn’t see marketing as something one does but rather as something one builds into the product itself.

Their job isn’t to “do” marketing as I had always known it; it’s to grow companies really fast—to take something from nothing and make it something enormous within an incredibly tight window.

growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable. Their tools are e-mails, pay-per-click ads, blogs, and platform APIs instead of commercials, publicity, and money. While

their marketing brethren chase vague notions like “branding” and “mind share,” growth hackers relentlessly pursue users and growth—and

down, traditional marketers have always considered themselves artists. That’s fine—it’s an image I aspired to myself. It’s a sentiment responsible for spectacular and moving work. But this sentiment is also responsible for some appalling ignorance and waste. One

Whereas marketing was once brand-based, with growth hacking it becomes metric and ROI driven.

if you want to go viral, it must be baked into your product. There must be a reason to share it and the means to do so.

WHAT IS GROWTH HACKING? The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself. —AARON GINN

the best marketing decision you can make is to have a product or business that fulfills a real and compelling need for a real and defined group of people—no matter how much tweaking and refining this takes.