Patrick Vlaskovits, who was part of the initial conversation that the term "growth hacker" came out of, put it well: "The more innovative your product is, the more likely you will have to find new and novel ways to get at your customers."12 For example: 1. You can create the aura of exclusivity with an invite-only feature {as Mailbox did}. 2. You can create hundreds of fake profiles to make your service look more popular and active than it actually is-nothing draws a crowd like a crowd {as reddit did in its early days}. 3. You can target a single service or platform and cater to it exclusively-essentially piggybacking off or even stealing someone else's growth {as PayPal did with eBay}. 4. You can launch for just a small group of people, own that market, and then move from host to host until your product spreads like a virus {which is what Facebook did by starting in colleges-first at Harvard-before taking on the rest of the population}. 5. You can host cool events and drive your first users through the system manually {as Myspace, Yelp, and Udemy all did}. 6. You can absolutely dominate the App Store because your product provides totally new features that everyone is dying for {which is what Instagram did-twenty-five thousand downloads on its first day-and later Snapchat}. 7. You can bring on influential advisors and investors for their valuable audience and fame rather than their money {as About.me and Trippy did-a move that many start-ups have emulated}. 8. You can set up a special sub-domain on your e-commerce site where a percentage of every purchase users make goes to a charity of their choice {which is what Amazon did with Smile.Amazon.com this year to great success, proving that even a successful company can find little growth hacks}. 9. You can try to name a Planned Parenthood clinic after your client or pay D-list celebrities to say offensive things about themselves to get all sorts of publicity that promotes your book {OK, those stunts were mine}."
( Ryan Holiday )
[ Growth Hacker Marketing: A ]
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