Very few buzzwords stimulate the strong feelings and controversy associated with growth hacking. Every company needs sustainable growth to be successful. The idea that you can “hack” growth is alluring to some and offensive to others. Growth hacking sounds a lot like “overnight success” to people working diligently to grow their company. They know that it takes years of preparation and hard work for most overnight successes to land in the spotlight.
Sean Ellis coined the term “growth hacker” in 2010. He defines a growth hacker as “a person whose true north is growth.” This simple definition is a perfect way to identify people with the skill set required for growing companies. In its purest form, having a growth hacker in your organization will keep it moving forward. The problem comes when growth hacking is manipulated to fit existing infrastructures or put a new spin on a broken strategy. Growth hacking shifts from strategic planning to magical thinking.
Sustainable growth comes when opportunities are matched with solid foundations. Growth hacking can be a solid strategy when it encompasses all departments. Opportunities are typically found on the marketing and sales side of the business.
Read more (hat tip to Deb Ellis) at https://www.business2community.com/strategy/growth-hacking-sustainable-strategy-marketing-hype-0829797#y4GodQSmV1CUmmgh.99