The Growth Hacking Skill No One's Talking About

#GHgoals

Behind every great growth hack is a goal

GOAL User retention

GOAL

GOAL

GOAL

User invites

Link distribution

User sharing

Why goals are so crazy-effective

Three Reasons Why Growth Hackers Use Goals

Hack your brainFocusLearn

#GHgoals

Learn

Hypothesis

If [Variable], then [Result], because [Rationale].

#GHgoals

RJMetrics story

Leads

Opportunities

Customers

#GHgoals

Focus

Goals align individuals and

focus attention

#GHgoals

Growth Hackers story

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#GHgoals

Goal-setting theory

90% of laboratory and field studies involving specific

and challenging goals led to higher performance

than did easy or no goals.

- Edwin A. Locke, 1981

Hack your brain

The closer you get to a goal, the more dopamine you get.

#GHgoals

Email Conversion Rate

6 Reasons Goals Go Wrong

#GHgoals

1. Setting fuzzy, undefined goals

#GHgoals

2. Goal-driven-to-the-extreme approach

#GHgoals

3. Not adjusting based on new information

#GHgoals

False Hope Syndrome =

The hope that setting a goal will generate motivation

4. Setting too many goals

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5. Setting goals that are impossible

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6. Measuring success with vanity metrics

How to Use Goals Like a Growth Hacker

#GHgoals

Goal-Setting Framework

#GHgoals

Find the “golden motion”

Know the metric you’re trying to improve

Analyze data to find influencing behaviors (logins, downloads, adding a user)

Replicate the behavior

#GHgoals

Execute

1. Prioritize tests2. Build a healthy backlog3. Keep track of winners & losers4. Establish cadence of moving

tests from ideas to backlog

#GHgoals

Track progress

Hack your brain. Every day you’re tracking progress and getting that dopamine boost

Focus. Every day you’re reminded of what is the most important thing for you to be working on

Learn. Every day you’re checking what’s working, learning, and adjusting

How short feedback loops increase goal effectiveness:

#GHgoals

How to do this

#GHgoals

Ideas

- Slack channel, HipChat room- Weekly emails- Internal dashboards- Confluence- Large displays in the office- Lunch and learns- Office hours- Gongs and cowbells

#GHgoals

Socialize/Iterate

of marketers don't share testing or growth wins with their team.

35%

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