A man was running walking to his destination and came across a mountain. He could hear the sounds of those who were chasing him. The mountain like a colossus stood defiantly in his path. All that he had was a rope and no equipment to climb the mountain. It was either climb the mountain or risk being caught. There was no other way to reach his destination. He looked at the mountain and made a decision. He placed his hand upon the rock and started his ascent up the mountain.
Some people saw the man climbing the mountain from a distance and laughed at him. The man ignored his critics and moved upon the rock. Inch by inch, he climbed the mountain. Soon his hands were sore, his feet hurting but he kept on climbing. He had no resources but his rope, his strength and his mind. Many hours later, he stood upon the summit of the mountain. He did not climb the mountain because the mountain was there. He climbed the mountain with no resources because he had no choice.
Growth Hackers like the man climbing the mountain have to grow rapidly because they have no resources and don’t wish to be caught up by their competitors. Most of them say that say they learned out of necessity from starting a company with a zero marketing budget. Don’t be good, don’t be great, be awesome is the creed by which they live by.
An estimated 90% of insights businesses gain from analysis are not translated into action. This attitude is polar opposite of Growth Hackers. They will ensure any insight they obtain that can drive growth is harnessed to the maximum. They have a passion for tracking and moving a metric. Without metrics or data, a growth hacker can feel out of place and uncomfortably exposed. This strong bias towards data drives a growth hacker away from vanity metrics towards metrics that will make or break the business. Data and metrics are paramount to the scientific way they discover a path to growth. Rather than looking at metrics as strictly a reporting mechanism or data as a way to geek out, growth hackers view both as inspiration for a better product through a process of theorizing and testing.
What is a Growth Hacker?
“A growth hacker is a person whose true north is growth.” Every decision that a they make is informed by growth. Every strategy, every tactic, and every initiative, is attempted in the hopes of growing. Growth is the sun that a growth hacker revolves around. Of course, traditional marketers care about growth too, but not to the same extent. Remember, their power is in their obsessive focus on a singular goal. By ignoring almost everything, they can achieve the one task that matters most early on.
They are making their mark in technology. Job advertisements are appearing up all over the web looking for a growth hacker. Companies big and small are itching to find these tsunamis of growth and often recruiting aggressively. Sean Ellis was right how to find a hacker he first coined the title growth hacker in 2010 when he wrote, “Where are all of the growth hackers?” They are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?”
Growth hacking is a mind-set more than a toolset. It is a singular mind-set of achieving one goal above all other goals. All that matters is growth. They choose not to be multi-taskers. They seek not the path of being a jack of all trades. They seek only absolutely and complete mastery of being driving forces of growth. They harness a set of disciplines learned through doing and out of necessity. They have a common attitude, an internal investigation process, and a mentality unique among technologists and marketers. This is a mind-set of data, creativity, and a yearning curiosity which allows a growth hacker to accomplish the feat of growing a user base from zero into the thousands and millions.