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Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success

Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success

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  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
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內容簡介

本世紀最速成長法則!「成長駭客」之父,針對顧客、結合技術與數據的高效營銷術。

  成長駭客(Hacking Growth)–矽谷最炙手可熱的商業模式
  新創企業Airbnb、Pinterest、LinkedIn、Facebook、Uber高速成長的關鍵策略
  最低成本創造極大流量,有效提升新創公司的成長、老牌企業的轉型

  曾經,Airbnb只是少數旅行家與沙發衝浪者私藏的秘密,Pinterest只有麵包師傅與手工藝者在此分享創意,LinkedIn只是一個頂級招募人員獨家的獵才網站,Facebook也只是個類似My Space的後起社群網站,而Uber還只是無力對抗紐約龐大小黃勢力的小蝦米。這些如今晉升成功企業範例的跨國豪強,是如何快速的茁壯發展?

  他們都成功運用了成長駭客理論。由GrowthHackers.com創辦人兼執行長西恩•艾利斯(Sean Ellis)提出的成長駭客理論,是如今網路成長率已漸飽和的年代中,最有效的用戶數增長方式之一。成長駭客之於市佔率的有效提升就有如《精實創業》的產品快速開發與《獲利世代》的新創策略,揚棄傳統研發產品為主的套路,將焦點轉移至顧客身上,藉由數據的輔助,獲得、保留、互動並轉成實際收益。他們快速且高度成長,精準的分析降低了行銷成本,而成長的幅度也是現今投資人、股東和市場分析師在評估公司市值時最重要的因素。

  西恩•艾利斯首次出書暢談成長駭客這極為成功與實用的成長方法,藉由妥善地掌握消費者想法,快速的擴展、觸及率倍增之外,使用者甚至會無償幫助宣傳。任何產業的公司都能夠使用屬於他們的成長駭客法則,從如何建立與運行成長部門開始,如何識別與測試方法,到評估與採取行動,每一位領導者都能在書中覓得最適方案。成長駭客打破傳統營銷規則,運用數據,更協調、更少浪費,將使營運團隊達成更加一致並可複製的產出。

  「在一個急遽變化的商業環境中,新競爭者可能會在一夕之間出現、客戶忠誠度無預警的移轉、市場不斷被打亂,如何快速找到成長的解決方案是生存的關鍵。Hacking Growth針對速度急迫的需求提出令人信服的解答,提供公司尋找與優化新策略的方法使之迅速地大幅提升市佔率。」—《精實創業:用小實驗玩出大事業》作者艾瑞克.萊斯 (Eric Ries)(文/博客來編譯)

  The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond.

  It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pintrest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was My Space’s sorry step-brother, and Uber was a scrappy upstart that didn’t stand a chance against the Goliath that was New York City Yellow Cabs.

  So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn’t explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies’ extraordinary rise. That methodology is called Growth Hacking, and it’s practitioners include not just today’s hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of GrowthHackers.com.

  Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers: attaining them, retaining them, engaging them, and motivating them to come back and buy more.  

  An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and "spaghetti-on-the-wall" approaches with more consistent, replicable, cost-effective, and data-driven results.

  REVIEWS

  “In an increasingly erratic business landscape where new competition can emerge overnight, customers’ loyalties can shift unexpectedly, and markets are constantly being disrupted, finding growth solutions fast is crucial for survival. Hacking Growth provides a compelling answer to this urgent need for speed, offering companies a methodology for finding and optimizing new strategies to increase their market share and quickly.”—Eric Ries, bestselling author of The Lean Startup

  “It used to be that designers and engineers were responsible for developing new products, data teams were responsible for number-crunching reports, and marketers were responsible for acquiring and monetizing as many customers as possible. But today’s companies can’t afford to be slowed down by organizational silos. Here, growth-hacking pioneers Ellis and Brown show how to break down those traditional barriers and marry powerful data analysis, technical know-how, and marketing savvy to quickly devise and test ways to fuel breakout growth.”—Nir Eyal, bestselling author of Hooked

  “Ellis and Brown have accomplished what we’ve been talking about for twelve years, which is to compile and organize an accurate view into the inner workings of an emerging discipline. Their wisdom (plus the anecdotes and stories) have rarely been discussed outside of a small circle of people, and they give real insight into how digital growth hacking is done at the highest levels. As all companies become digital, this is a must-read for anyone in business.”—James Currier, managing partner, NFX Guild

  “There is nothing more important for any business than attracting users and customers to your products. The tools to do this in today’s online-driven world are very different from the past. Hacking Growth will teach you how to think like a marketer of tomorrow. You will learn how to do deep data analysis, and how to think about developing features into your products that drive growth directly.”—Josh Elman, partner, Greylock Partners

  “Marketers realize that marketing as we’ve known it will be replaced by growth hacking. So what is it, how do you do it, and why do you need to? Morgan Brown and Sean Ellis help you ask and answer those questions in this brilliant book, made for those new to the art and science on how to hack growth.”—Geoffrey Colon, Communications Designer at Microsoft and Author of Disruptive Marketing

  “Two of the best marketers I know, Morgan Brown and Sean Ellis, have written a fun and accessible guidebook to growth hacking and marketing. If your mandate is to drive high leverage growth, then is book is your new best friend.”—Patrick Vlaskovits, New York Times Bestselling Author of Hustle and The Lean Entrepreneur
 

作者介紹

作者簡介

  Sean Ellis is CEO and cofounder of GrowthHackers.com, the number one online community built for growth hackers, with 1.8 million global users and over 350,000 new monthly visitors. Sean coined the term “growth hacker” in 2010, and is the producer of the Growth Hackers Conference. He regularly speaks to start-ups and Fortune 100s and has been featured in the New York Times, the Wall Street Journal, WIRED, Fast Company, Inc.com, and TechCrunch.

  Morgan Brown is the COO of Inman News, the leading business intelligence source for real estate. A digital marketing veteran with 17 years helping early stage companies find traction and breakout growth, he launched GrowthHackers.com with Sean. Both speak regularly at major conferences such as SXSW, CTA, HubSpot, and more.

 

詳細資料

  • ISBN:9781524760007
  • 規格:平裝 / 320頁 / 21 x 14.8 x 1.5 cm / 普通級 / 單色印刷 / 初版
  • 出版地:美國

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