People who want to switch on growth for their startups or marketing professionals ask me what to read to get their thinking up. Here's a thread of some books and blogs I read
1. Nir Eyal - Hooked: How to build habit-forming products.
Nir writes about the psychology of human behaviour with digital and physical products and shares real-life examples of how you can engage, nudge and encourage your customers to keep using your product
Ryan writes how boring simple advertising is and what growth hackers need to do/take advantage of to be truly unique and to switch things up
Gabriel and Justin focus on channels you can lever to acquire and retain customers. This book is a guide if you have no clue how to approach customer acquisition. It's an inexhaustive list tbh
The OG Seth Godin writes about how to market to potential customers by taking permission. People now know when they're being sold stuff and your marketing tactics are probably boring and not working
Seth writes again about how marketers can craft stories that appeal to different groups of people. Stories are important and people often tell themselves stories before they buy products or in this case, sign up for your startup
https://t.co/AcyDXS4W1d
https://t.co/bKVPiMF6IN
https://t.co/8FVsQoKRCf
https://t.co/KSVxd40uRE
https://t.co/8QdX2TpT82
https://t.co/Zu75T80pBG
Noah writes a lot of actionable advice for growing waitlists, building brands, outreach and partnerships, etc.
https://t.co/G1KZEF3pDQ
https://t.co/fh0oJMBkCK
https://t.co/UGPUAPLB2e
https://t.co/q5CbmDYgPw
Community for growth people put together these growth studies from companies like Stripe, Tinder and AirBnB. Again, the principles matter the most.
https://t.co/itX2ene5N8
https://t.co/v17DxE6Oa2
https://t.co/SCeVi85orW
https://t.co/dCMs5cUb6U
https://t.co/RRZq0cmV0f
https://t.co/vXsoe3ltvP
https://t.co/z6C0YjmSNs
More from Startup
In order to expand their business, startups need to identify and use efficient products (tools). We have listed down Top 5 Products for Startups, and what makes them the top products.😎👇🏻
#prodmgmt #productsforstartups
https://t.co/0IPd51VibU
https://t.co/hICowg9VvP
https://t.co/T3epyQXEoX
https://t.co/Sm8G1JNxx0
#prodmgmt #productsforstartups
https://t.co/0IPd51VibU
https://t.co/hICowg9VvP
https://t.co/T3epyQXEoX
https://t.co/Sm8G1JNxx0
Every single time I set foot in every store/restaurant/place of business in Latin America. Only if they are not completely ignoring me from jump. Or following me bc obviously I came to carry out my plans to rob a store that is approximately 2 sq ft. big.
The part that’s also relevant is I’m oftentimes viewed as respectable-negro adjacent in the dominant culture imaginary. So what of those who are never identified as such? I always think about that. I get surveyed & harassed bad...yet and still there’s levels to the profiling.
When I have to do errands in Panama City, I make sure to apply makeup, perfume, an outfit with cleavage, or booty emphasis, heels and an “expensive” purse. There are STARK differences in the service and treatment I get when I do this vs. when I don’t. STARK. Pero, *STARK.*
LatinAmerica is psychotic in identifying who has money and who doesn’t based on how they are dressed, and how they imagine, carrying themselves. An “elegantly dressed” Black person will face less violence on an errand-run versus one who isn’t. This isn’t absolute so sit down plis
And then the times when I am dressed super-revealing. All of the help and care in the world from male workers. The same white mestizo men who would ordinarily follow me to “prevent theft” are happily helping me find things. Again, race, color, gender, class and more.
That \u201chere\u2019s a White customer, they\u2019re automatically more important\u2014despite the fact neither have you spent money yet so I can\u2019t even claim a paying customer is more important than a browsing customer\u2014so lemme interrupt helping you to go to them\u201d thing just happened to me again.
— \U0001f183\U0001f181\U0001f184\U0001f173\U0001f188 (@thetrudz) January 8, 2021
The part that’s also relevant is I’m oftentimes viewed as respectable-negro adjacent in the dominant culture imaginary. So what of those who are never identified as such? I always think about that. I get surveyed & harassed bad...yet and still there’s levels to the profiling.
When I have to do errands in Panama City, I make sure to apply makeup, perfume, an outfit with cleavage, or booty emphasis, heels and an “expensive” purse. There are STARK differences in the service and treatment I get when I do this vs. when I don’t. STARK. Pero, *STARK.*
LatinAmerica is psychotic in identifying who has money and who doesn’t based on how they are dressed, and how they imagine, carrying themselves. An “elegantly dressed” Black person will face less violence on an errand-run versus one who isn’t. This isn’t absolute so sit down plis
And then the times when I am dressed super-revealing. All of the help and care in the world from male workers. The same white mestizo men who would ordinarily follow me to “prevent theft” are happily helping me find things. Again, race, color, gender, class and more.
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1/“What would need to be true for you to….X”
Why is this the most powerful question you can ask when attempting to reach an agreement with another human being or organization?
A thread, co-written by @deanmbrody:
2/ First, “X” could be lots of things. Examples: What would need to be true for you to
- “Feel it's in our best interest for me to be CMO"
- “Feel that we’re in a good place as a company”
- “Feel that we’re on the same page”
- “Feel that we both got what we wanted from this deal
3/ Normally, we aren’t that direct. Example from startup/VC land:
Founders leave VC meetings thinking that every VC will invest, but they rarely do.
Worse over, the founders don’t know what they need to do in order to be fundable.
4/ So why should you ask the magic Q?
To get clarity.
You want to know where you stand, and what it takes to get what you want in a way that also gets them what they want.
It also holds them (mentally) accountable once the thing they need becomes true.
5/ Staying in the context of soliciting investors, the question is “what would need to be true for you to want to invest (or partner with us on this journey, etc)?”
Multiple responses to this question are likely to deliver a positive result.
Why is this the most powerful question you can ask when attempting to reach an agreement with another human being or organization?
A thread, co-written by @deanmbrody:
Next level tactic when closing a sale, candidate, or investment:
— Erik Torenberg (@eriktorenberg) February 27, 2018
Ask: \u201cWhat needs to be true for you to be all in?\u201d
You'll usually get an explicit answer that you might not get otherwise. It also holds them accountable once the thing they need becomes true.
2/ First, “X” could be lots of things. Examples: What would need to be true for you to
- “Feel it's in our best interest for me to be CMO"
- “Feel that we’re in a good place as a company”
- “Feel that we’re on the same page”
- “Feel that we both got what we wanted from this deal
3/ Normally, we aren’t that direct. Example from startup/VC land:
Founders leave VC meetings thinking that every VC will invest, but they rarely do.
Worse over, the founders don’t know what they need to do in order to be fundable.
4/ So why should you ask the magic Q?
To get clarity.
You want to know where you stand, and what it takes to get what you want in a way that also gets them what they want.
It also holds them (mentally) accountable once the thing they need becomes true.
5/ Staying in the context of soliciting investors, the question is “what would need to be true for you to want to invest (or partner with us on this journey, etc)?”
Multiple responses to this question are likely to deliver a positive result.
