Hacking Growth
About this book
Ellis and Brown document the growth team process. You need a cross functional team, a north star metric, a high tempo cycle of analysing, ideating, prioritising and testing, and a growth model that maps the equation behind the numbers. Chapters follow the funnel through activation, retention, monetisation and virality, with worked examples from companies the authors advised or worked at.
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Topics
Related concepts
- The north star metricOne measure of the value a product delivers, the input measures beneath it that a team can move directly, the four properties a candidate has to pass before anybody commits to it, and the parts of a business a single number will never describe.
- Cohort analysisGrouping people by when they arrived or by what they did and following each group forward, the difference between an acquisition cohort and a behavioural cohort, a worked case where a blended figure falls while no cohort gets worse, and the three directions a cohort table is read in.