If your business isn’t growing, nothing else matters. It’s the perennial problem that faces businesses at all stages of their development. Late in 2017 we began to think about creating a podcast series devoted to the topic of growth. The thesis was simple: we wanted to interview the people who established the growth marketing function at some of the most successful software companies of our generation.
Authoritative, actionable strategies on how to grow
Intercom builds a suite of messaging-first products
that all modern internet businesses can use to
accelerate growth across the customer lifecycle, from
acquisition to engagement and support.
We also regularly share our thoughts on growth,
marketing, sales, startups and the business of
Executive Editors: Adam Risman and Geoffrey Keating
Copy Editor: Karen Ostergren
Book Design: Judson Collier and Kelly Carpenter
Art Direction: Justin Pervorse
2018 Intercom Inc.
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When asked, I often tell people that the key to
understanding growth is two things:
1. A fundamental understanding of your product and,
specifically, what the key reasons people use it are.
It's easy to be confused about what true value looks like
and, as a byproduct, conflate causation and correlation:
motivations and root causes versus byproducts and
outcomes. Knowing your true product value allows you to
design the experiments necessary so that you can properly
isolate cause and effect. For example, at Facebook, one
thing we were able to determine early on was a key link
between the number of friends you had in a given time and
your likelihood to churn. Knowing this allowed us to do a lot
to get new users to their "aha" moment quickly. However,
this required us knowing what the "aha" moment was
with a fair amount of certainty in the first place.
2. A simple framework for doing your work. Too
many people "complexify" things in an attempt to
seem smart. Great things are simple. We had a very
simple framework for growth acquisition, activation,
engagement, virality. Having this framework allowed
us to prioritize our work, design experiments, build
products and so