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Good marketing and "growth hacks" aren't the same. Growth hacks can complement good marketing, though, by helping the marketing reach an audience. The problem
by the_watcher 13y ago
Good marketing and "growth hacks" aren't the same. Growth hacks can complement good marketing, though, by helping the marketing reach an audience. The problem is that "growth hacker" has become an annoyingly ambiguous term used by anyone who wants to try and bolt hacker onto their title without actually hacking anything. Growth hacks, however, are still pretty useful.
- omarhegazy 13y agoAgreed. I don't think the author ever said hacking was an inferior or unreasonable tactic -- she never said clever kitchen extensions were bad. She just wanted people to be able to separate and properly judge what is a clever kitchen extension and what is proper house foundation, and know when to use each. However, I don't agree that hacks are inherently short-term only. It's possible, although very difficult, to come across a quick, easy decision that will improve your long-term as well as your short-term. Like what Twitter did at SXSW 2007. They set up 2 huge 60 inch plasma TVs in conference hallways -- that one small, quick, dirty easy decision caused them to explode in popularity.
- afarrell 13y agoIt seems like she said that growth hacking wasn't a thing that exists. I suspect that if asked, she would with you that it does exist as an action but that as a title it is nonsensical. A startup's marketing can't be made of hacks for the same reason that if a programmer spends all of her time hacking, she'll end up with an incoherent mess of spaghetti instead of a solid foundation to build more of a business on.
- the_watcher 13y agoYea, I agree with all of that. The main point, I think, is that you should think of marketing in broader terms than "find the best growth hack." That doesn't mean that "find the best growth hack" shouldn't happen.