Reverse Engineering Growth

This is a nice post to centre you should you get lost in the holy pursuit of growth. Andrew Dumont – famous for his roles as CMO at Bitly and running growth at Moz – puts forth a simple framework to visualise and approach growth.

Complete with a functional example – this article is a good read for anyone working as a growth practitioner and for experts to get back to basics should they need.

Read full article here.

Better Marketing with Better Design

Using design as a competitive advantage.

This is a great article emphasising about how good design can exponentially improve your marketing. Taking examples from design-led companies like AirBnB and Xero, the article gives a pretty well-rounded view of what really constitutes good design from a marketing perspective.

Published on CampaignMonitor, this guide serves well for anyone starting out with marketing or for a young company looking to leverage good design to bolster their marketing efforts.

Full article here.

This Startup Cracked a $2.4 Billion Market with Branding — Here’s Their Formula

When your goal is to sell an experience, story has to be central to your strategy.

This is a great article about how branding and storytelling can be the key to a massively successful strategy. Harry’s – a web based startup selling men’s shaving products has carved out a name for itself in a market heavily dominated by a couple of players.

Published on the FirstRound Review, this article is gem of a piece for any founder and marketing/branding professionals working with consumer facing companies.

Full article here.

Eye tracking studies and conversion rate killer

I’ve taken the liberty to modify the headline a little bit. This article is fantastic and I’ve personally seen so many marketers make this mistake.

While using a human image with a call to action, we tend to use images that have people looking at the CTA. This, according to data, gets the viewers eyes to the button. But does it really increase the click ratio?

The folks at ConversionVoodoo did some pretty interesting research showing definitive results, CTA and conversion rate wise.

Read full article here.

How to build a growth team – lessons from Uber, Hubspot, and others (50 slides)

It’s a great read for anyone looking to get a deeper insight on how growth teams are (or should be) built, their alignment with the rest of the team and how do you apply these lessons.

The concept of a ‘growth team’ is still in a very nascent stage, not a lot has been written on the specifics. This article in an insider view on how the top companies around the world leverage growth.

Written by Andrew Chen (partner at Andreessen Horowitz, led Rider Growth at Uber), this is a great read for all the founders and top-level marketing executives trying to build for the new age.

Full article here.

The Quest for Simplicity

This great piece of content written by Eugen Esanu talks about simplicity in design and how, sometimes, a matter of simplicity (or complexity) has more to do with the perception of the user than actual complexity.

The examples used in the article really hit the point home. It’s a great read for anyone working on designing products, product mangers, UI/UX folks and even marketers.

Full article here.

The Psychology of Selling

‘Humans are not rational beings, they are rationalising beings.’ One of my mentors slipped this through during one of our heavier discussions around what makes a marketing campaign really sell. In short – sell the emotion, and back it up with logic.

Cole Schafer puts this across rather brilliantly! Read the full article here.

How To Launch A Product or Feature To Maximize Growth

A counter intuitive approach to product (or feature) launch. Instead of going wide and trying to acquire everybody, Brian Balfour suggests scoping users that you want to acquire, narrowing it down as closely as possible and only then beginning the acquisition process.

This is an invaluable piece to be read for every founder, early stage growth practitioner and anyone interested in growth/marketing.

Full article here.