Hey, happy Monday!
It was great to meet everyone at the last STRTGY Meeting with Pedro Clivati, Head of Growth at GrowthHackers.com.
If you were able to stop by and stay with us all the time, thank you!
As you may have appreciated these are not just webinars. In these sessions we leave the opinions to others and get quickly to the facts. Here you can really delve into the topics by taking home practical tools that you can use right away to improve key aspects of your work and the projects you are working on.
If you didn’t make it, but are still genuinely interested in the topics, don’t worry, you will find all the information in this newsletter to get you up to speed with the community.
If you are in a hurry, go straight to the bottom and look at the RE►LAY.
If, on the other hand, you can devote less than 5 minutes to these lines I wrote for you, go ahead, we have a lot to talk about….
Well let’s start.
We are growth engineers
Some time ago I had the pleasure of being in a business meeting with Luca Barboni and Roberto Verde in which they explained how important it was to experiment and how they worked every day in 247X.
Participants listened in silence as they watched the mouse move over numerous diagrams describing the method and examples, but it was when Luke said, with his trademark humility, “we, after all, in are growth engineers,” that he closed the account!
The whole room had finally understood what Growth Hacking consisted of. That it had nothing to do with strange practices on the edge of legality or pyrotechnic effects.
Growth Hacking is just a way of working in a very fast and focused way, on a series of structured experiments that have the goal of unlocking growth in very specific areas of the business.
As we saw in the slides presented by Pedro, there is a direct correlation between the number of experiments and the rate at which companies increase their revenues.
In a rare interview at Reid Hoffman’s microphone, even Mark Zuckerberg talks about how this culture of rapid experimentation constitutes the very essence of growth.
“At any given instant it is not possible to identify a single version of Facebook, there are about 10,000 running simultaneously. Every engineer is free to create an experiment.”
– Mark Zuckerberg
Try to do the math.
Facebook has about 52,000 employees, which means that every 5th employee has an active experiment right now.
Can you imagine that?
Now think about your business. How many activities other than “business-as-usual” have been attempted in the past month?
I know you must be thinking that Facebook is the classic example of something irreplicable in Italian companies. So is Amazon, LinkedIn, Netflix etc… that’s right, I’ll stop.
Back home.
What is holding us back?
I have identified three main areas that literally slow down your journey.
Culture
Imagine making yourself tiny and sitting in the heart of your car engine. From this perspective it all seems too big and complicated.
Pistons, belts, valves–no one knows where to put their hands, but most importantly, you’ve been made to understand that if you touch anything, everything breaks.
Here is the culture of your company. A mix of bureaucracy, unwritten rules, and balances that have to be met because politics and measurement systems reward those who do no harm, those who respect protocol.
Yet you are noticing that the car is making smoke; it could be going faster, getting less fuel consumption, and making less noise. But who takes responsibility?
Strategy
In businesses, you know very well, the engine is always running.
The fact is that if you ask where we are going, no one can give you a precise answer.
They may answer that the direction is the turnover, but be careful, that is the gasoline! It is what you burn to get you moving.
But how do you know if you are going in the right direction? Who has the map? Who recalculates the route if there is a snag?
Who can answer you before the gas runs out?
Systems and method
How many great ideas have you seen fail? Most of them didn’t fail because they were done badly, in fact… Here you can find a nice graveyard of products and companies that you surely know.
Most failed because their assumptions were wrong and everyone was too busy “doing” rather than “checking” whether there were the minimum conditions for those numbers to materialize.
How do we move from here?
I have made available the recording of our speeches and for convenience have divided them into two parts of 30 minutes each.
In the first part, Pedro Clivati, reporting from Brazil, will explain in detail how to build a growth strategy and the fundamental 3 levels of detail to identify KPIs.
In the second part, however, I will show you how to build and connect OKRs architecture with NortStar Metric and rapid experimentation processes. On the one hand you will know how to tend the organization toward success, and on the other hand you will be able to restore autonomy, impact, and agility to teams.
I worked with Pedro to provide you with this very precise framework that will allow you to simplify and clearly understand the mechanics of your growth so, like a good mechanic, you can work on the efficiency of each individual gear and get a more powerful, faster, cheaper, and less noisy engine.
Would you like to go further?
What I presented to you in the live show will be part of the update of one of the 8 modules that, if you want, we could work on together.
There are still very few spots available and registration will close this week.
I would be happy if you could join us!
Good work!
Make yourself heard.
