How do you create a growth culture and mindset that values and leverages your growth metrics?

The overarching principle is Culture of Data-Driven Decision Making in the Organization. This requires: A. Ensuring that metrics are meaningful and actionable. B. Avoiding the trap of Vanity Metrics. --- To implement Data-Driven Decision Making, the organisation needs: 1. To integrate technology by utilising analytics tools and turning data into insights. 2. To foster a culture of continuous testing and feedback loops, with iterative processes and refinement. 3. To promote transparent communication by sharing metric results and engaging all teams in collaborative goal-setting. --- By doing these, the organisation develops a Culture of Promoting Continuous Improvement and Adaptability, aligning Metrics with Organisational Goals.

In my experience, aligning these goals with the larger business vision is key. It's about breaking down the big picture into actionable steps. For example, if your vision is to become a leader in customer satisfaction, one of your SMART goals might be to achieve a 10-point increase in your Net Promoter Score (NPS) within the next year. By having these specific, measurable targets, you not only motivate your team but also create a clear path for everyone to follow. It becomes easier to prioritize tasks, allocate resources, and monitor the results. Setting growth goals is not a one-time task; it's an ongoing process.

Metas s?o como promessas que você faz pro futuro. Se você n?o está empolgado com a ideia de cumprir elas, devem ser as erradas. N?o adianta fazer algo que seja legal só no papel e que nem desafie o status quo. Crescer n?o é só sobre metas, é sobre sentir que você tá mudando o jogo!

My flow to identify growth goals: - Understand the business on a macro level. For example, determine the overall objectives: What are we trying to achieve? - Create micro goals for each growth department, outlining expectations and desired outcomes - Develop KPIs and actionable tasks for teams to execute.

Be specific and don't keep adding goals or you will lose focus on what you want to achieve. Sense check them to see if there is conflict between goals.

Vou te propor algo diferente aqui: Escolha apenas UMA métrica que represente seu crescimento real. Chamamos essa métrica de North Star Metric. Ou seja, sua estrela do norte. Empresas como AirBnB (noites alugadas) e Uber (caronas), escolhem essa métricas pois é ela que guia e orienta as a??es de toda a empresa. N?o é só receita, é muito mais do que isso e pode ter certeza, vale a pena seguir por esse caminho, já que toda a organiza??o vai rumar na mesma dire??o!

When creating a culture of growth and harnessing a growth mindset, the choice of the right growth metrics is crucial. These metrics are the compass guiding you on the journey to achieving your goals. They should be relevant, actionable, and dependable, mirroring the critical phases of your customer journey. Consider adopting the "pirate metrics" framework (AARRR), focusing on Acquisition, Activation, Retention, Referral, and Revenue. These metrics provide valuable insights into how you attract, engage, retain, and monetize your customers, helping you steer your business toward sustainable growth.

Track everything you can as early as possible. You don't need to prioritize all that data but if you do not add tracking somewhere then you cannot see historical changes once you do decide to care about that experience. So if you care about revenue today, track that. But also track what the user is doing in onboarding because you may realize one part of onboarding influences revenue and you wouldn't have seen that without first tracking it.

When driving growth, choosing the right metrics is crucial. These metrics act as your guide, steering you towards your goals. They should be: Aligned with your growth objectives. Actionable, leading to clear decisions. Reliable and based on accurate data. Reflective of key customer journey stages (AARRR - Acquisition, Activation, Retention, Referral, Revenue). For example: Acquisition: New sign-ups. Activation: User engagement. Retention: Repeat usage. Referral: User referrals. Revenue: Revenue growth. By focusing on these metrics, you can gain valuable insights into attracting, engaging, retaining, and monetizing customers, ensuring sustainable growth for your business.

As much as possible look for tests that are high impact in what they are changing and tests that influence a large amount of your users. This will allow you to have the largest positive impact possible with your test. Tests that fail will be very valuable in providing learnings and insights. Tests that win will substantially improve your business.

Aplique experimentos malucos, fora da curva. Se você focar em testar cor de bot?o, você nunca vai sair do lugar (exce??o se tiver um volume de visitas absurdo, porque aí qualquer 0,1% vai representar milh?es). Se esse n?o é o seu caso, pense nas coisas mais estranhas, mais diferentes quanto for possível. Temos um case aqui na Growth Labs que foi feito assim. Testamos uma roupa nova na equipe de campo de um cliente que resultou em mais de 8k% de GMV em 9 meses. O ponto n?o é o case em si (que eu conto aqui no LinkedIn mesmo, só buscar no meu perfil), mas sim o quanto fazer algo que descola do habitual pode trazer resultados desproporcionais. Testa coisas diferentes, depois me conta como foi!

N?o é só uma atualiza??o de Status. Comunicar é uma ferramenta de mobiliza??o. Fazer com que todo mundo entenda o que está acontecendo e qual o motivo, garante que todos estejam na mesma página. Aqui na Growth Labs temos diversos modelos de Data Viz (Visualiza??o de Dados), inclusive com mensagens de texto SMS e Whatsapp. Sabe porque? Porque mais do que um report bonitinho e super detalhado, as vezes, pessoas que n?o tem tempo nem pra almo?ar direito, querem ter a certeza de que os seus investimentos no negócio est?o indo bem. Ent?o, antes de bolar um PowerBI, um Tableu ou um baita Frankenstein, pensa melhor na forma como esses insights v?o chegar pro seu público. Certeza que você sai ganhando (e muito) com essa abordagem!

In a previous role, my team had a significant impact on driving growth by sharing valuable insights with the wider organisation. Through data analysis, we discovered that case studies were the most effective content for generating inbound leads. We communicated this insight to relevant stakeholders, and together, we scaled up the creation of case studies. This strategic approach resulted in millions of dollars in extra revenue for the business. By effectively communicating growth insights and collaborating on the implementation of strategies, we were able to achieve impressive results and further drive growth for the business.

Se na dor você chora, porque na vitória n?o comemora? (rimou, hein!) Celebrar é t?o importante quanto executar. Aqui na Growth Labs, cada vitória é uma oportunidade de refor?ar nossa cultura de crescimento. Seja um elogio público no Discord, um destaque em uma reuni?o ou uma história compartilhada nas redes sociais, reconhecer quem faz a diferen?a, faz toda a diferen?a.

Focus on the positive outcomes so that you can continue to grow. Go back and check the experiments you had put in place to see if they are still valid, or are they redundant. Be prepared to be wrong and understand why.

Se você está acertando todo o tempo, n?o está testando. Testar pressup?e que você n?o sabe o resultado do que está colocando pra rodar. E isso só quer dizer que na melhor das hipóteses, você tem 50% de acertar (Na prática isso vai pra uns 30% nas melhores equipes de Growth...) O que muita gente n?o entende é que falhar faz parte do jogo. Se você soubesse todas as respostas, n?o precisaria inovar. Era só deixar o melhor possível rodando desde o dia 1. Mas a vida n?o é assim t?o simples, né? Ent?o, ao invés de evitar erros, busque aprender rápido e usar essas li??es para direcionar seus próximos passos. Se você criar bons experimentos, vai ser capaz de aprender com os erros e n?o cometer os mesmos erros de novo.

If the experiment has been set up properly, even the failure will tell you something. See it as a different outcome to the one you were expecting, which is exciting. Growth mindset is about always wanting to know more, not punish yourself or anyone else.

The very best growth teams fail most of the time. I ran a best in class growth team for years. A team that trained and educated other peer growth teams and our success rate was one of the best. It was well below 50% and more like 30%. Most of your wins come from follow-up iterations in your tests. That means each failure is the seed to a future win. Embrace them as a way to learn and improve.