Demystifying  Growth  HackingChristos Iosifidis

About  meI come from games

About  meI come from games

• Consumer  mobile  apps  • Product guy

Agenda

• Understanding vs Knowing

• Abbreviating vs Generating complexity

• Communicating vs (Re)Acting

"We  don't  know  what  we  don't  know"

You  are  here

The  main  goal  of  a  growth  hacker  is  to  understand  core  product  value  and  user  behaviour

“What  about  testing?”

Understanding  means

• Where are your users coming from, how and why

• Are they served core product value within the first 60 seconds?

• How do they engage and how often

There  is  no    secret  sauceUnderstand  the  context  and  deliver  core  product  value  as  quickly  and  as  often  as  you  can  by  trying,  measuring  and  

evaluating  different  strategies

Complexity

if  (company_goals  !=  user_goals  {  

complexity++;  }

You  cant  induce  some  unnatural  user  behaviour  against  their  will

Reduce  complexity

•In your product

•In your analysis

•In your communication

Communicating  how  core  product  value  is  exposed  and  measured  is  as  important  as  facilitating  it

Growth  should  not  be  an  issue  of  an  expert  that  “knows",  but  a  common  goal  that  can  be  achieved  through  process.

Growth  hacking  is  not  some  kind  of  "mystical  art"  practiced  by  marketing  geniuses  to  increase  metric-­‐x,  but  a  process  that  helps  entire  organisations  prioritise  resources  to  

the  things  that  matter

Culture    aka  "how  do  you  make  it  all  happen"

Culture

•Ownership Don't expect people to try to improve things if they are not

allowed to change anything

•Freedom Failure is what happens 9/10 times, how do you deal with it?

Celebrate curiosity and learning ability

•Tons of hard work Nothing is good enough

Remember, there is no secret formulas

•Tons of hard work It takes a person of very high integrity to acknowledge that

something isn't working

Learn how to avoid bias

Thank  you