Growth Hacking for Grownups: How Can Big Brands Leverage Startup Growth Tactics?

Growth hacking seems to be relevant only for scrappy startups and too risky for big brands. But by using many controlled tests of small changes, big brands can use growth hacking approaches to innovate also.

We open on a scene of a crowded co-working space at a company whose assets aren’t much more than a card table, folding chairs and lots of white earbuds. A young person with no experience building a brand pecks at a laptop, hunting for the secret internet button — the one that only people wearing hoodies can see. With a few clever tricks, he will hack the gates of the canal that controls internet traffic and in a matter of days shift the flow of customers from you to them.

That’s the popular image of growth hacking, right? Scrappy startups rocketing from a few thousand users to a million to become market leaders.



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