Often times when people think about product growth strategy of growth hacking, they think of the thousands A/B testing experiments and small tweaks in the UX of a product. And that’s fair. But what we’re doing isn’t limited to that.
When working on product growth, there’s 3 interdependent tracks that move the needle:
I’ve already touched on the last one and will be explaining it in more detail in the future. But for today, let’s take a look at the last two.
Optimization is good, but nothing beats a great 0/1-decision.
The impact of starting to do something new can be much bigger than endlessly optimizing your current features, channels or offerings. I’ll include an evergreen article from Brian Balfour as an example of changing product-channel fit below.
So always be on the lookout for new possible services you could offer. From time to time, run a service blueprint or design thinking exercises. We’ve assembled a free Digital Product Strategy Toolbox
to do so! We try to keep at least a quarterly rhythm in doing so.
Having ideas is good, but nothing beats a user-validated prototype.
To be able to focus enough energy and time on discovering, building and improving the right features, be relentless on any ideas that come up.
Don’t let big new ideas highjack your product roadmap before they are user-validated. I’m not saying you should not be having new ideas. But train your reflex to turn every ‘big idea’ into a small ‘user-test’. Think of surveys, small user-tests, focus groups, design sprints.
If you’re constantly working on this triple-track growth, you’ll get the numbers in fast. Because you will be constantly:
Discovering the next best thing to do.
Validating if ideas are worth your time.
Improving your current product succes.