The Six Channels Startups Need to Dominate to Grow - 20Growth

20Growth: The Six Channels Startups Need to Dominate to Grow, Why the Best Growth Talent Never Comes from Marketing or Product, Who and How to Hire Growth Leaders and Teams and Why in a World of AI, Growth is More Science than Art with Matt Lerner

90% of growth came from 10% of things at PayPal. It repeats in other startups. You have to figure out this 10% as quickly as possible.
Growth is information discovery, rather than running playbooks, doing best practices.
Growth is ability to find customers and help them understand the value you can deliver to them and get them to use and love the product or service.
You sometimes get best customers to whom you introduced friction to the funnel. (10:50)
Start with metrics where you deliver value to customers, like weekly active users - not revenue. It focuses entire company. Then look what users are using for real. metryki i KPI
There are only six channels: 1. You hear from sales person (outbound). 2. Some partner brings you in. 3. You see some ads. 4. You do Google search (top 3). 5. Content. 6. You hear from influencer. In growth you should try to make some of those channels to work.
Be when potential customer have high intent.