How Did You Start Your Journey in Growth and Digital Marketing?
You know, we had that experience where we built that first idea which took four, five months to even program it and then you’re sitting there and you realize you have no customers. And so, the thought that occurred to me is, if I don’t learn how to market, then all the stuff we did to build the site is for nothing. That launched me into getting very serious about digital marketing.
Would You Like to Plug Your Current Business or Product? What Do You Have Going On?
We’ve started GrowthX Academy which teaches people three different roles which we feel are critical to growing startups – sales in biz dev, digital marketing, and design. We want to create talent for our ecosystems so that these great companies that have good products don’t die on the vine because they can’t sell them or reach their customers effectively.
What Are the Top Three Qualities That a Growth Hacker or a Growth Marketer Should Have?
I think that you have to be extremely intellectually curious. What worked in 1995 won’t work in 2017. And so, teaching yourself constantly.
I think another issue is understanding that all of your ideas are hypotheses and acting appropriately – you know, not getting too attached until you get the feedback, the users that tell you you’re going in the right direction.
Another quality that matters greatly is your mental flexibility and ability to accept that feedback in a way that’s constructive. It’s super easy to get your feelings hurt. We’ve all had that situation where a potential customer writes that long email about how bad you suck. In there, there’s some truth that you can act on if you can control your emotions and then look at it, “Okay, what is this person really trying to tell me is wrong with the product and can we fix it?”
Which Daily Habits Have You Installed to Maximize Your Results with Clients?
I am a very deliberate learner. And so, I have a flashcard system; I’ve got 45,000 facts in that system. I probably spend 30 minutes a day reviewing technical material within that system so that my skills stay fresh with things that have longer range value. I read probably two to three books a week so I set aside daily reading time so that I’m inputting new things into my brain and making sure that I stay relevant.
What Are the Top Three Mistakes to Avoid When Doing Growth Marketing?
Well, the biggest one is to overcommit early. It just takes a while to build a great product and find product market fit and it’s super easy to get excited and want to push yourself to that next level that leads to investment. If you do it prematurely, you’ll kind of flame out. You see a lot of companies that get a great initial curve off of some growth hack but they don’t build the real value to the end customer and it fails.
Another big mistake is see is arrogance. You know, it’s interesting; it’s easy to be good at some pieces of this and then get the attitude that founders to listen to everything you say or their crap and it’s hard to understand all the constraints you’re going through as you build a business. And so, learning more empathy toward the other team players and understanding what makes their job work so that you don’t come across as a jerk is a big one.
And then, overreliance on one channel, especially early stage. There are lots of ways to go to market and all of them work under certain circumstances. And so, having the ability to switch a context so that you’re doing the right role channel for a particular startup.
What Are Some Resources that You Would Encourage People to Explore?
Being the big reader that I am, the last couple of books that blew me away were Gary Vaynerchuk’s Jab, Jab, Jab, Right Punch – kind of a long title but super interesting read on how to fit your message within a particular medium and how to be sensitive to how the medium works. I read one recently, it wasn’t a great read but, man, is it working! It’s How to Get to 100,000 Twitter Followers. I’m rapidly approaching 10,000 up from three, four weeks ago. Combined with Gary’s book, for the first time, I’m starting to feel confident through social market messaging versus just trying to advertise down those channels. That’s something by the end of this year, I’d like to have 10,000 followers from Quora and 100,000 followers on Twitter. I’m just trying to read resources around that to make me better.