There is a revolution taking place in the world of startup growth.
Every decision that a growth hacker makes is informed by growth. Every strategy, every tactic, and every initiative, is attempted in the hopes of growing. Growth is the sun that a growth hacker revolves around. Of course, traditional marketers care about growth too, but not to the same extent. Remember, the power of a growth hacker is in their obsessive focus on a singular goal. By ignoring almost everything, they can achieve the one task that matters most early on.
A funnel is a way to guide something which is usually unwieldy and uncooperative, like people. If you are trying to grow a product then your task is to guide people towards a particular goal (signup, checkout, etc.). The problem is that people are unpredictable and full of free-will. If you are going to get people to do what you wish, en masse, then we must employ a funnel.
Every decision that a growth hacker makes is informed by growth. Every strategy, every tactic, and every initiative, is attempted in the hopes of growing. Growth is the sun that a growth hacker revolves around. Of course, traditional marketers care about growth too, but not to the same extent. Remember, the power of a growth hacker is in their obsessive focus on a singular goal. By ignoring almost everything, they can achieve the one task that matters most early on.
A funnel is a way to guide something which is usually unwieldy and uncooperative, like people. If you are trying to grow a product then your task is to guide people towards a particular goal (signup, checkout, etc.). The problem is that people are unpredictable and full of free-will. If you are going to get people to do what you wish, en masse, then we must employ a funnel.
