What If Growth Is Different

Why Rethinking "Growth" Might Be Your Smartest Decision

What if growth is thinking about the circles of people around the user?

What if growth was leveraging your user to use your product more, but through friends and family? Growth can be different

Less Is More 🔗

What if growth was spending less time on your app?

What if growth was spending less time on your website?

What if growth is sending a request & receiving a link to complete the transaction?

Growth Is Focus 🎯

What if growth is killing off your Android app?

What if growth is a faster website and better user experience?

What if growth is quicker logistics, quicker deliveries, getting known for your service…?

Chat Over Scroll? 💬

What if growth is more chat, less scroll?

What if growth is qualifying you through smart questions and uploads, and less scrolling and guessing where your customer need to go to?

What if conversation is the next big conversion lever?

Accuracy As A Lever To Pull 🩻

What if growth is uploading a long list of likes, dislikes, allergies and your body type?

What if growth is building custom products and bespoke products vs generics with high returns.

What if growth is hyper personalised, higher-priced products, not cohorts based on generics?

Voice Not Type 🗣️

What if growth is voice based, not type and scroll?

What if growth is having conversations with your customer, based on guided conversation threads?

What if growth is a new part of your app or site? An ‘always on’ companion

Time For Growth Rebrand? 🔓

Growth, especially Performance Marketing, is hitting the limits of being overly optimised, it’s all starting to look and feel the same. It is time to rebalance this.

Growth and Product Growth have for a long time been about more, more people, more nudges, more scrolls, more “asks” from us. More = more, more rarely = less.

What if growth is now about being the company that helps others gain smarter discounts through their friends and family members?
This is something that could be measured and embraced.

What if growth doesn’t let algorithms define and dictate what you and your brand are and achieve…

What if growth is about less time with an app or site but a quick chat leading to a complete transaction link inside of the chat interface you live in already? This is already possible.

What if growth is less overheads and tech to maintain? Instead, it’s about the best service to gain growth.

Or what if growth is actually helping customers using their natural language or their native language? Being hyper-connected and an interface providing long-term help. Being highly trusted like a creator or a podcaster is...

Growth should/would/could look different, feel different and interact differently.

Pure play growth often reminds me of the famous Henry Ford quote:-

- If I had asked people what they wanted, they would have said faster horses.

It’s on us to understand the difference between what customers say they want and creating campaigns and products that our actual customers want.

The biggest growth impacts I’ve had in my career have come from thinking differently, stepping up and building solutions customers wouldn’t know they wanted or needed. In some cases, the most successful actively ignored feedback, as it’s my job to make the feature or campaign easy to learn, easy to use, easy to share and then easy to personalise. And when they haven’t been super creative, growth initiatives has been operationally astute.

Growth is going to be high trust, high speed and high fidelity.

Growth is capital ‘B’ Brand, is definitely operational - it’s technical, creative, rethinking what’s being used and misused and then rethinking what’s been done and optimising the experiences.

A business leader is supposed to be a change agent (and I don’t say that lightly). Sometimes we forget this in our everyday battles while arguing who owns what with the CPO, CRO and CFO…

Growth comes from the unexpected, from the unpredictable and often from the hard to measure. Business growth is often built more on gut feel and experience as much from a model or complex set of forecast models. What if Growth comes from rethinking how your customers work and who they’re connected to, with more marketing nudges, emails and messages…

As a Growth or Marketing leader, it’s our job to drive change, to be a ‘change agent’. So the question to think about today is:-

What flavour of growth will you try next?

This was from my most recent Marketing Unfiltered newsletter #74 - if you’d like to subscribe to our weekly newsletter, please subscribe below