# Hacking Growth  ## Metadata - Author: [[Sean Ellis and Morgan Brown]] - Full Title: Hacking Growth - Category: #books ## Highlights - I worked with the engineers to utilize technology for what was, to them, an unconventional purpose: to craft novel methods for finding, reaching, and learning from customers in order to hone our targeting, grow our customer base, and get more value from our marketing dollars. ([Location 67](https://readwise.io/to_kindle?action=open&asin=B01IZTCF6Y&location=67)) - As we saw the game start to take off, we tested different versions of the copy, calls to action, and which free game we offered ([Location 86](https://readwise.io/to_kindle?action=open&asin=B01IZTCF6Y&location=86)) - Despite lots of ad copy testing and playing around with different keywords and advertising platforms, ([Location 96](https://readwise.io/to_kindle?action=open&asin=B01IZTCF6Y&location=96)) - Approaches like these to building, growing, and retaining a customer base that relied not on traditional marketing plans, a pricey launch, and a big ad spend, but rather on harnessing software development to build marketing into products themselves, were proving both extraordinarily powerful and incredibly cost effective. ([Location 126](https://readwise.io/to_kindle?action=open&asin=B01IZTCF6Y&location=126)) - “How would you feel if you could no longer use Dropbox?” Users could respond “Very disappointed,” “Somewhat disappointed,” “Not disappointed,” or “N/A no longer using the product” ([Location 136](https://readwise.io/to_kindle?action=open&asin=B01IZTCF6Y&location=136)) - I had found that companies where more than 40 percent of respondents said they would be “very disappointed” if they could no longer use the product had very strong growth potential, where those that fell under that 40 percent threshold tended to face a much harder path in growing the business ([Location 139](https://readwise.io/to_kindle?action=open&asin=B01IZTCF6Y&location=139))