Growth is very nuanced. There is a unique intersection between marketing, product and data where this field really gets interesting. It requires both creative and analytical capabilities to really succeed. My journey into this field began when cofounding my startup Dribble. In an early attempt to document this journey I wrote about how I launched my iOS app.

As mentioned in the previous post, the essay depicted the launch strategy I used, as well as being used as a content marketing campaign. Since hindsight is 20/20, I thought it best to look at both the launch strategy and the campaign in one go. 

I plan to tackle this revision by looking at the bigger campaign-picture, in terms of how I set the campaign goals, the user hypothesis, how i constructed the conversion funnel and the top-line performance, but also critique what parts of the launch strategy I'd adapt. 

I'm really glad I have a little extra time on my hands so I can really reflect on my career thus far. In doing so, I realised that it would be best to formally build out a small website to host all of my musings, learnings, experience, strategies, passions and theories on all things growth and user acquisition. 

Inspiration for this comes from my previous startup, Dribble, my cofounders Nick and Daniel, the team we hired, Seffa and co., my "mentor" Howard K and all the growth experts I learn from: Brian Balfour, Andrew Chen, Sean Ellis, Noah Kagen, Nir Eyal, Justin Mares, Gabriel Weinberg and so on...

Below is my first ever growth essay which I used to spearhead a content marketing campaign (across reddit, medium and others). This was post-launch so goal was to acquire users. I'll cover in more detail the goals of the campaign, the targeting hypothesis, how i constructed the conversion funnel and the campaign metrics in the following post.