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Digital disruption is a topic on everyone's lips. From the reception desk to the boardroom, everyone has an opinion on it. But opinions count for little in the life of the modern marketer. These days there is data for every touch point and a strategy for every channel. There are three things you’ll need to pay attention to in order to build your business: Marketing innovation: How to think and act like a marketing-led startup to innovate your way to profitability Metrics: The key metrics that give you insight, focus, and control Momentum: How focused action yields data and drives outcomes
Citation preview
Chapter 1
DIGITAL DISRUPTION
Gavin Heaton servantofchaos
disruptorshandbookcom DigiTalks
DIGITAL DISRUPTION THRIVE THROUGH CHANGE
Gavin Heaton servantofchaos
DisruptorsHandbookcom
AGENDA
bull Marketing innovation How to think and act like a marketing-led startup to innovate your way to profitability
bull Metrics The key metrics that give you insight focus and control
bull Momentum How focused action yields data and drives outcomes
PRESENT MUCH
STAGE FRIGHT
Startups pitch a lot
SIR PITCH-A-LOT
market ready
pitch perfect
WHO WHAT WIIFM
YOUR TURN
2 minutes
2 people
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
AGENDA
bull Marketing innovation How to think and act like a marketing-led startup to innovate your way to profitability
bull Metrics The key metrics that give you insight focus and control
bull Momentum How focused action yields data and drives outcomes
PRESENT MUCH
STAGE FRIGHT
Startups pitch a lot
SIR PITCH-A-LOT
market ready
pitch perfect
WHO WHAT WIIFM
YOUR TURN
2 minutes
2 people
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
PRESENT MUCH
STAGE FRIGHT
Startups pitch a lot
SIR PITCH-A-LOT
market ready
pitch perfect
WHO WHAT WIIFM
YOUR TURN
2 minutes
2 people
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
STAGE FRIGHT
Startups pitch a lot
SIR PITCH-A-LOT
market ready
pitch perfect
WHO WHAT WIIFM
YOUR TURN
2 minutes
2 people
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
Startups pitch a lot
SIR PITCH-A-LOT
market ready
pitch perfect
WHO WHAT WIIFM
YOUR TURN
2 minutes
2 people
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
SIR PITCH-A-LOT
market ready
pitch perfect
WHO WHAT WIIFM
YOUR TURN
2 minutes
2 people
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
WHO WHAT WIIFM
YOUR TURN
2 minutes
2 people
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
YOUR TURN
2 minutes
2 people
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
Better second time
Outgoing
A better story of ourselves
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
INNOVATING LISTENING ITERATING
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
V 10 V 20 V 30
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
DIGITAL DISRUPTION
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
BETTER STRONGER
FASTER
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
DIGITAL DISRUPTION IS
HAPPENING TO US ALL
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
INDUSTRY FROM TO
Accounting Bookkeepers accountants Xero
Law Firm of lawyers LawPath
Design Graphic design services 99designs
Transport Taxis Uber
Accommodation Hotels Air BnB
Education Schools Uni Udemy Coursera
TV Broadcast YouTube
News Newspapers Twitter
Property Agents RealEstatecomau
Retail Department stores ASOS The Iconic Zara
Celebrity Promoters Multichannel networks
AND THE LIST GOES ON
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
Digital disruption in payment and lending
markets could cost Australian banks $27 billion
per year
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
OMG SNAPCASH
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
THIS ISNrsquoT DISRUPTION
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
Competitive
innovation that uses
digital platforms
technology and
business models to
create new value
DIGITAL DISRUPTION
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
LESSON 1
TEST +
LEARN
FLEARN
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
FAIL FAST
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
The goal of the
startup is not to fail
but to learn
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
FLEARN
OrsquoCLOCK
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
STEP 1 HYPOTHESIS
Write it down Use as a basis for testing (and learning)
Example Adding recipientrsquos name to email subject line will improve open rates
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
STEP 2 TEST
Prove or disprove Donrsquot have the luxury of focus groups
Example AB test your newsletter
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
STEP 3 INTERATE
Analytics and benchmarking help prove what works
Example Continue to experiment pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
ONE PAGE BUSINESS PLAN
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
GROWTH HACKING
LESSON 3
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
BEST OF BREED HELL
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
DONrsquoT NEED TO BUILD A TEAM MANAGE VENDORS CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
BUILT-IN MARKETING
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
SINGLE PREMISE
ldquoGrowth is all importantrdquo
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
GROWTH
o digital G
What can you turn into a digital product What service can you push online What process Even if you have a hard product what can you do with customer service or support
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
GROWTH
edistribute R
The Growth Hacker doesnt have time to build supply chain or a route to market You want to jump onto the back of something that is already happening
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
GROWTH
wn the code O
Do you know what an API is Visit CodeAcademy and spend a few hours doing a crash course on coding You need to understand what works and what doesnt because unhappy customers find new products to love
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
GROWTH
eb analytics W
Web analytics is not something you report on - its what you use to make decisions
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
GROWTH
est the smallest thing T
As I said before this is about testing hypotheses Be sure to write down what you are testing and then report back on it
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
GROWTH
ofstadters Law H
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
GROWTH
o digital GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadterrsquos Law
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
METRICS
ldquoInsight Focus Controlrdquo
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
WHATrsquoS ESSENTIAL WHATrsquoS MERELY
IMPORTANT
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely fluffy numbers Reach Sharing Mentions
Harder Size of community Customers Advocates Subscribers Maybe even NPS
Hard dollars Cost of acquisition Funnel metrics
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
Commitment
Acceptance
Preparation
I Contact II Awareness
III Understanding
IV Positive perception
V Installation
VI Adoption
VII Institutionalisation
VIII Internalisation
Time
COMMIT
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
httpwwwtheglueprojectcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
UNDERSTANDING USERS THROUGH DATA
bull Churn cohort analysis
bull 3-3-3
bull Persona behaviour
bull Timing automating communications
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
ALL THE DATA
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
DATA IS SEXY BABY
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
MOMENTUM
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
STAGE DATA TOOLS
ENGAGEMENT Likes Engagement Search ranking SEO inbound links sharing
Buffer Swayy CrowdBooster WordPress Trello NLYZR MOZ Google Analytics Canva Adobe Creative Cloud UserTestingcom Marketo Act-On Eloqua HubSpot
TRACTION Subs Followers Members Trials NPS
MailChimp Intercom Salesforce Nimble Google Analytics Domo Percolate Countly
MONETISATION Revenue CPA Lifetime value
Instapage Optimizely Stripe PayPal Google Analytics KISSmetrics Braintree Shopify
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
START SMALL
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
MOVE FAST
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
QUESTIONS
servantofchaos
gavindisruptorshandbookcom
wwwdisruptorshandbookcom
