Deploy fast, low-cost experiments to discover scalable acquisition and retention tactics, learning through iteration rather than big bets.
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Growth hacking is a fast, experiment-driven approach to finding reliable ways to grow a business. Instead of committing big budgets to a single plan, you run many small, low-risk tests landing pages, referral nudges, onboarding tweaks to see what moves leads, revenue or retention. Keep the winners, drop the losers, and repeat. It is less about tricks and more about systematic experimentation.
Growth hacking matters because conventional marketing channels become increasingly expensive and competitive as more companies pursue them, whilst creative alternatives often remain underexploited and disproportionately effective. When LinkedIn ads targeting CFOs cost £15 per click, the company that discovers a viral growth loop or strategic integration can acquire customers at fraction of competitors' costs, gaining decisive advantage. This efficiency particularly benefits resource-constrained organisations early-stage companies, bootstrapped firms, challenger brands that cannot outspend established players but can out-innovate them. Beyond cost savings, growth hacking builds a culture of experimentation that accelerates learning velocity: teams running ten experiments monthly discover what resonates 10x faster than those pontificating endlessly about single big campaigns. Research on breakout growth companies reveals they frequently deployed creative, unconventional tactics during early scaling rather than simply executing standard playbooks better. The methodology also creates compounding advantages: each successful experiment generates insights applicable beyond that specific test, building institutional knowledge competitors cannot easily copy. However, growth hacking requires discipline the temptation is chasing clever tricks rather than sustainable systems. Organisations that succeed treat growth hacking as systematic hypothesis testing, not random tactic generation, documenting failures as rigorously as wins to prevent repeated mistakes.
Start with simple, resource-light tests that fit client-facing workloads.
Focus on product touch-points and user referrals.
Use on-site tweaks and post-purchase loops to drive repeat orders.
These straightforward hacks keep risk low while uncovering what truly accelerates growth for each business model. Test, measure, adopt what works, and move on to the next idea.
Get a grip on what's actually working and what needs course correction. Use data and experiments to make decisions instead of opinions. See how changes in one part of the system affect everything else. Random tactics don't compound, coordinated ones do.
Select tools across your growth stack using clear evaluation criteria. Avoid common pitfalls, ensure integrations work, and build a system that scales with your business.
Uncover specific pain points, validate assumptions, and reveal what actually drives buying decisions. Run research that produces actionable insights, not just interesting quotes.
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Run quarterly business reviews that assess current state, set ambitious but realistic goals, build actionable roadmaps, and define key results that keep everyone aligned.
Analyse monthly performance data across all four growth engines. Identify what is working, what is not, and make tactical adjustments using a structured decision framework.
Gino Wickman
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A practical operating system for small teams. Install a cadence, set priorities and create accountability that sticks.
Build distribution through your personal brand and network where your expertise and story attract customers who trust you before your company.
Automate multi-touch email campaigns that adapt based on recipient behaviour to nurture leads consistently without manual follow-up from reps or marketers.
Track predictable monthly subscription revenue to monitor short-term growth trends and make faster decisions than waiting for annual revenue reports.
Articulate the specific outcome customers get from your solution to communicate why they should choose you over doing nothing or using alternatives.
Define events that start automation workflows so the right message reaches people at the right moment based on their actual behaviour not arbitrary timing.
Calculate how much pipeline you need relative to quota to ensure you generate enough opportunities to hit revenue targets despite normal conversion rates.
Systematically rank projects and opportunities using objective frameworks, ensuring scarce resources flow to highest-impact work.
Drive acquisition and expansion through product experience where users discover value before sales conversations and upgrade based on usage.
Estimate the maximum revenue opportunity if you captured 100% market share to size your opportunity and prioritise which markets to enter first.
Document your repeatable processes in clear, step-by-step instructions that ensure consistency, enable delegation, and capture institutional knowledge.
Interpret experiment results to understand the probability that observed differences occurred by chance rather than because your changes actually work.
Log emails, calls, and meetings automatically to understand what drives deals forward and coach reps based on actual behaviour rather than guesswork.
Measure which marketing activities drive desired outcomes to allocate budget toward channels that actually generate revenue instead of vanity metrics.
Calculate your true growth trajectory by measuring the rate at which your business grows when gains build on previous gains over multiple periods.
Set ambitious goals and measurable outcomes that cascade through your organisation, creating alignment and accountability for strategic priorities.
Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.
Build self-reinforcing systems across demand generation, funnel conversion, sales pipeline, and customer value that create continuous momentum.
Focus resources on high-impact business mechanisms where small improvements generate disproportionate results across the entire customer journey.
Scale through partner relationships where other companies distribute your product to their customers in exchange for commissions or reciprocal value.
Design experiments that answer specific questions with minimum time and resources to maximise learning velocity without over-investing in unproven ideas.