tiny explosive ideas with tiny explosive coffee October 16, 2014Posted by nicholas gill in book review, growth hacking, marketing.
Tags: big ideas, future, growth hacking, marketing, playbook, ryan holiday, tiny explosive ideas
Stop thinking about the “big” idea. The big idea that marketing searches for elusively. We’ve all sat in meetings searching for the big idea. Written briefs that demand a big idea. Followed a path of big media that will fuel a big idea. And moaned that either the agency can’t come up with the big idea or that the client isn’t brave enough to go with the big idea.
Well, forget the big idea. Because the growth hackers don’t need them, They focus on the tiny ideas that have an explosive, catalytic quality. Ideas that have propelled Airbnb, dropbox and even hotmail from start up to brands of hugeness seemingly overnight. The tiny ideas that as marketeers, we seem to have forgotten – or skip over because they’re not big enough. And tiny ideas that exclude marketing completely and re-focus energy into the product itself. Get the product fit first.
You don’t have to be a start up either to start re-thinking your approach to gaining customers and growing revenue – something all of us in marketing are guilty of when we are in the pursuit of ‘the launch’ of new products. The book challenges us to think again and get out of the formulaic box that we’ve allowed ourselves to crawl into.
This book is packed with examples and inspiration. And it’s also tiny in size. Easily consumed on a tiny plane doing a tiny European short haul hop.
Tiny is good. I’ll be thinking tiny and explosive from now on.
Thanks to Georgie at Profile Books for providing the book to review. I have not been paid for this review but obviously wouldn’t mind if it were on offer.