Last week, I was chatting with Sean Ellis and Morgan Brown about their new book, Hacking Growth.

After reading through a copy, I can confidently tell you there’s something for even the most advanced folks to learn from. 

Probably the easiest way to show the value is to see the massive list of references Sean and Morgan have assembled. After some back and forth with their publisher, we’re making it available down below.

Click here to get the Google doc version of the below reference sheet [Google Doc]

In any case, feel free to scan through and preorder on Amazon here (not an affiliate link). -Conrad

The Hacking Growth Reference Sheet from Sean Ellis and Morgan Brown


  1. Eric Ries, “How Dropbox Started as a Minimum Viable Product,” TechCrunch, October 19, 2011,
  2. I’d then moved over to work on growth at LogMeIn, a service started by the Uproar founder that allowed users to access their les, email, and software from any computer in the world. We managed to turn the company into the market leader despite a massive marketing campaign waged by its main competitor, GoToMyPC. What was the secret? In addition to drawing on my knowledge of marketing and sales tactics, I worked with the engineers to utilize technology for what was, to them, a novel purpose: to craft novel methods for nding, reaching, and learning from customers in order to hone our targeting, grow our customer base, and get more value from our marketing dollars.
  3. Steve Jurvetson and Tim Draper, “Viral Marketing: Viral Marketing Phenomenon Explained,” January 1, 1997, DFJ blog, accessed September 13, 2016,
  4. Eric M. Jackson, The PayPal Wars: Battles with eBay, the Media, the Ma a, and the Rest of Planet Earth (WND Books: 2012), 35–40.
  5. Josh Elman, “3 Growth Hacks: The Secrets to Driving Massive User Growth,” lmed August 2013; posted on YouTube August 2013, youtube .com/watch?v=AaMqCWOfA1o.
  6. “Conversation with Elon Musk,” online video clip, Khan Academy, April 17, 2013. Accessed September 13, 2016.
  7., “Dropbox @ Startup Lessons Learned Conference 2010,” July 2, 2014,
  8. Douglas MacMillan, “Chasing Facebook’s Next Billion Users,” Bloomberg .com, July 26, 2012, -facebooks-next-billion-users.
  9. Chamath Palihapitiya, comment on question “What are some decisions taken by the ‘Growth team’ at Facebook that helped Facebook reach 500 million users?” Quora, May 13, 2012; accessed September 13, 2016, -helped-Facebook-reach-500-million-users; Yishan Wong, December 12, 2010, comment on question “What was the process Facebook went about getting their website translated into different languages?” Quora website, accessed September 13, 2016, -went-about-getting-their-website-translated-into-different-languages.
  10. Andrew Chen, “Growth Hacker Is the New VP Marketing,” @andrewchen (blog), accessed September 13, 2016,
  11. Michael Carney, “Brian Chesky: I Lived on Cap’n McCain’s and Obama O’s Got Airbnb Out of Debt,” January 10, 2013. Pando (blog), accessed September 13, 2016, -mccains-and-obama-os-got-airbnb-out-of-debt/; Chen, “Growth Hacker Is the New VP Marketing”; Dave Gooden, “How Airbnb Became a Billion Dollar Company,” Dave Gooden (blog), June 31, 2011, accessed September 13, 2016, -company/; Rishi Shah, “Airbnb Leverages Craigslist in a Really Cool Way,” GettingMoreAwesome (blog), November 24, 2010, 2010/11/24/airbnb-leverages-craigslist-in-a-really-cool-way/.
  12. Matthew S. Olson, Derek van Bever, and Seth Verry, “When Growth Stalls,” Harvard Business Review, March 2008.
  13. Aatif Awan, “Lessons Learned from Growing LinkedIn to 400m Members,” video of talk, February 18, 2016, -of-growth-linkedin-lessons-learned-from-growing-linkedin-to-400m-members.
  14. Amir Efrati, “The People Who Matter at Uber,” The Information (blog), August 30, 2016,
  15. General Electric 2013 Annual Report, 6.
  16. Michael Porter and James E. Heppelmann, “How Smart, Connected Products Are Transforming Competition,” Harvard Business Review, October 2015.
  17. Fred Lambert, “Tesla Is Building a New Growth Team ‘From Scratch’ Ahead of the Model 3 Launch, Hires from Facebook and Uber,” Electrek (blog), May 9, 2016, -launch-hires-facebook-uber/.
  18. -2d34-4e74-8377-9e54bc65d8e9.
  19. Interview by author, February 17, 2016.
  20. “Internet Users by Country (2016),” Internet Live Stats website, accessed September 13, 2016,
  21. Aaron Smith, “U.S. Smartphone Use in 2015,” Pew Research Center web- site, April 1, 2015,
  22. Anne Freier, “Ad Blocker Adoption Jumped Over 34% in 2016,” Moby-af liates (blog), June 23, 2016, -adoption-jumped-over-34-in-2016/; “Nearly Two in Three Millennials Block Ads,” eMarketer blog, September 21, 2015, Nearly-Two-Three-Millennials-Block-Ads/1013007
  23. Nathalie Tadena, “Streaming Video Subscriptions Are Now Just as Popular as DVRs,” Wall Street Journal website, updated June 27, 2016, 12:29 p.m. ET, accessed September 13, 2016, -video-subscriptions-are-now-just-as-popular-as-dvrs-1467032401.
  24. Eric Kutcher, Olivia Nottebohm, and Kara Sprague, “Grow Fast or Die Slow,” McKinsey & Company website, April 2014, accessed Septem- ber 13, 2016, -or-die-slow.
  25. “73% of CEOs Think Marketers Lack Business Credibility,” Fournaise Marketing Group website, media release, June 15, 2011, accessed September 13, 2016,
  26. Graham Charlton, “Why Are Conversion Rates so Low? [Info- graphic],” Econsultancy (blog), October 18, 2012, accessed September 13, 2016,
  27. -Facebook-that-helped-Facebook-reach-500-million-users.

Chapter One

  1. Carolyn Dewar, Scott Keller, Johanne Lavoie, and Leigh M. Weiss, McKinsey & Company, Organization Practice, “How Do I Drive Effective Collaboration to Deliver Real Business Impact?” September 2009.
  2. Adam M. Kleinbaum, Toby E. Stuart, and Michael L. Tushman, “Communication (and Coordination?) in a Modern, Complex Organization,” Harvard Business School’s Working Knowledge blog, July 31, 2008,
  3. Ranjay Gulati, “Silo Busting: How to Execute on the Promise of Customer Focus,” Harvard Business Review, May 2007.
  4. Ben Horowitz, “Good Product Manager/Bad Product Manager,” Andreessen Horowitz website (no exact date given), good-product-manager-bad-product-manager/.
  5. Noah Kagan, “What Happens After You Get Shot Down by Mark Zuckerberg?” Fast Company, July 24, 2014, -the-ground-running/what-happens-after-you-get-shot-down-by-mark -zuckerberg.
  6. Harry McCracken, “Inside Mark Zuckerberg’s Bold Plan for the Future of Facebook,” Fast Company, Long Read/Behind the Brand (blog), November 16, 2015.
  7. “Fireside Chat: De ning True Growth—How Do You Find Your North Star Metric,” GrowthHackers, -conference-16-fireside-chat-with-nate-moch-vp-product-teams-at -zillow-and-morgan-brown-coo-at-inman-news.
  8. Andrew McInnes, “How Do You Choose the Best Growth Team Model?,” Medium, October 19, 2015, -best-growth-team-model-632ad5a85be9#.955lnqbgc.
  9. John Egan, “How We Increased Active Pinners with One Simple Trick,” Pinterest Engineering blog, March 18, 2016, blog/how-we-increased-active-pinners-one-simple-trick.
  10. Anand Rajaraman,“Goodbye,Kosmix.Hello,@WalmartLabs,”@Walmart- Labs blog, May 3, 2011, -hello-walmartlabs.html.
  11. Josh Schwarzapel, “How to Start a Growth Team: Lessons Learned from Starting the Yahoo Growth & Emerging Products Team,” Medium, July 9, 2015.
  12. McInnes, “How Do You Choose the Best Growth Team Model?”.
  13. Morgan interview with Josh Elman, April 26, 2016.
  14. Morgan interview with Lauren Schafer, March 3, 2016.

Chapter Two

  1. Alice Z. Cuneo, “Microsoft Changes Its Marketing Tune for Lackluster Zune,” Advertising Age, November 5, 2007.
  2. Farhad Manjoo, “The Flop That Saved Microsoft,” Slate, October 26, 2012.
  3. Chamath Palihapitiya, “How We Put Facebook on the Path to 1 Billion Users,” posted at YouTube, January 9, 2013, raIUQP71SBU; [Author TK: this page has been updated] comment on question “How did Yelp gets its rst 25 million reviews? What was the innovation to attract users when they started?” Quora, [date TK], quora .com/How-did-Yelp-get-its-first-25-million-reviews-What-was-the -innovation-to-attract-users-when-they-started.
  4. Amy Pack, “Is BranchOut a LinkedIn Killer,”, June 14, 2012,
  5. Josh Constine, “How BranchOut Hit the Tipping Point and Grew from 1M to 5.5M Actives in 2 Months,” TechCrunch, March 2, 2012,; Colleen Taylor, “BranchOut Hits 25 Million Users, Nabs $25M in Series C Funding,” TechCrunch, April 19, 2012, -users-funding-series-c/.
  6. Marc Drees, “BranchOut Keeps Falling Down, Down,” ERE Media, June 23, 2012,
  7. Colleen Taylor, “BranchOut CEO Rick Marini on Building a Company atop Facebook’s ‘Shifting Sands’ [TCTV],” TechCrunch, August 10, 2012, -company-atop-facebooks-shifting-sands-tctv/.
  8. Ingrid Lunden, “As BranchOut Team Goes to Hearst, 1-Page Buys BranchOut’s Assets for $5.4M in Cash and Shares,” TechCrunch, November 18, 2014,
  9. Growth @ Airbnb, “Driving User Growth at Airbnb,” posted at YouTube, April 11, 2016,
  10. Newsweek Staff, “My Big Break: Yelp’s Jeremy Stoppelman,” Newsweek, October 21, 2009, -81133; Erick Schonfeld, “Citysearch Recasts Itself as CityGrid Media,” TechCrunch, June 2, 2010, -itself-as-citygrid-media.
  11. JP Mangalindan, “The Trials of Uber,” Fortune, February 2, 2012, tech
  12. Andrew Chen, “New Data Shows Losing 80% of Mobile Users Is Normal, and Why the Best Apps Do Better,” Andrew Chen blog (n.d.), -normal-and-that-the-best-apps-do-much-better/.
  13. Downloadable Library of SaaS Resources, Paci c Crest Securities, paci c
  14. Lisa Jennings, “Study: Restaurants Improve Customer Retention Rates,” Nation’s Restaurant News, June 8, 2012
  15. Tony Boobier, “Keeping the Customer Satis ed: The Dynamics of Customer Defection, and the Changing Role of the Loss Adjuster,” CILA report, July 2013.
  16. Ash Maurya, “The Achilles Heel of Customer Development,” Lean Stack, August 2009,
  17. Danielle Maveal, comment on Quora question “How did Etsy get its first batch of independent sellers when it started?” August 21, 2014, quora .com/How-did-Etsy-get-its- rst-batch-of-independent-sellers-when-it -started.
  18. Etsy registration statement, 9312515077045/d806992ds1.htm.
  19. Ibid
  20. Bryan Hackett, “Tinder’s First Year User Growth Strategy,” Parantap Research & Strategy blog, March 3, 2015.
  21. Ibid.
  22. Issie Lapowsky, “How Tinder Is Winning the Mobile Dating Wars,” Inc., May 23, 2013
  23. Jackson, PayPal Wars, 35–40.
  24. Margaret Kane, “eBay Picks Up PayPal for $1.5 Billion,” CNET, August 18, 2002,
  25. Josh Muccio, “Brian Balfour of HubSpot—The Minimum Viable Test and How to Grow Your Startup,” Dailyhunt, April 27, 2015,
  26. “How to Increase Signups by 200%,” Treehouse blog, July 21, 2009,
  27. David Carr, “Giving Viewers What They Want,” New York Times, February 24, 2013, -cards-using-big-data-to-guarantee-its-popularity.html?_r=0
  28. Robert J. Moore, “Applying the Lessons of ‘Moneyball’ and ‘Golden Motions’ to Your Business,” Boss (blog at New York Times), boss.blogs.nytimes .com/2014/06/10/applying-the-lessons-of-moneyball-and-golden-motions-to-your-business/
  29. Keith Sawyer, Zig Zag: The Surprising Path to Greater Creativity (Jossey-Bass, 2013), 22–3
  30. Simone Baribeau, “The Pinterest Pivot,” Fast Company, October 23, 2012,
  31. Leah Goldman and Alyson Shontell, “Groupon’s Billion-Dollar Pivot:The Incredible Story of How Utter Failure Morphed Into Fortunes,” Business Insider, March 4, 2011,
  32. Jawed Karim, University of Illinois commencement address, May 13, 2007,
  33. David Skok, “SaaS Metrics 2.0—A Guide to Measuring and Improving What Matters,” For Entrepreneurs from David Skok (blog) (n.d.),

Chapter Three

  1. Sarah Perez, “Everpix: All Your Photos, Automatically Organized and Accessible from Anywhere,” TechCrunch, September 12, 2011, techcrunch .com/2011/09/12/everpix-all-your-photos-automatically-organized-and-accessible-from-anywhere
  2. “The Truth About Conversion Ratios for Downloadable Software,” Suc- cessful Software (blog) (n.d.), -about-conversion-ratios-for-software/.
  3. Casey Newton, “Out of the Picture: Why the World’s Best Photo Startup Is Going Out of Business,” The Verge, November 5, 2013, 2013/11/5/5039216/everpix-life-and-death-inside-the-worlds-best-photo -startup.
  4. Andy Johns, “Indispensable Growth Frameworks from My Years at Facebook, Twitter and Wealthfront,” First Round Review (blog) (n.d.), -years-at-facebook-twitter-and-wealthfront/.
  5. Ibid.
  6. Ibid.
  7. Elman, “3 Growth Hacks.”
  8. Alex Schultz, “Lecture 6: Growth,” How to Start a Startup (blog),
  9. Palihapitiya, “Facebook on the Path to 1 Billion Users.”
  10. Jordan Crook and Anna Escher, “A Brief History of Airbnb,” slideshow at TechCrunch (n.d.),; “How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business,” First Round Review (n.d.), review/How-design-thinking-transformed-Airbnb-from-failing-startup -to-billion-dollar-business/.
  11. Austin Carr, “19: Airbnb,” Fast Company’s Most Innovative Companies 2012, February 7, 2012, /3017358/most-innovative-companies-2012/19airbnb.
  12. Schultz, “Lecture 6: Growth.”
  13. JackDorsey,“InstrumentEverything,”eCorner(StanfordUniversity),February 9, 2011,
  14. Alex Schultz and Naomi Gleit, Facebook F8, “Ready to Grow” Breakout Session, April 21, 2010, pla_a093cf1f-2d34-4e74-8377-9e54bc65d8e9.
  15. Rob Sobers, “$9 Marketing Stack: A Step-by-Step Guide,” Rob Sobers blog (n.d.), -guide/.
  16. Willix Halim, “Create a Full Company Growth Culture,” GrowthHackers Conference, February 18, 2016, gh-conference-16-william-halim-svp-growth-freelancer-create-a-full -company-growth-culture.
  17. John Egan, “The 27 Metrics in Pinterest’s Internal Growth Dashboard,” John Egan blog, January 22, 2015, -metrics-pinterests-internal-growth-dashboard/.
  18. Avinash Kaushik, “The Difference Between Web Reporting and Web Analysis,” Occam’s Razor (Avinash Kaushik’s blog) (n.d.), avinash/difference-web-reporting-web-analysis/.
  19. Josh Elman, “3 Growth Hacks,” AaMqCWOfA1o.

Chapter Four

  1. Associated Press, “College Football Games Are Getting Longer; Are They Too Long?” OregonLive (blog at the Oregonian), December 26, 2014, _games_are_get.html; Phil Steele, “Offensive Plays per Game/Pace,” Phil Steele blog, January 14, 2016, DBJan14.html.
  2. Frederick F. Reichheld and Phil Schefter, “The Economics of E-loyalty,” Harvard Business School archives, July 10, 2000, 1590.html.
  3. Bryan Eisenberg, “3 Steps to Better Prioritization and Faster Execution,” Bryan Eisenberg website, December 3, 2010, -to-better-prioritization-and-faster-execution/.
  4. “PIE Framework,” WiderFunnel blog, August 28, 2015, case-studies/telestream-case-study/pie_2015_v1/.
  5. Lars Lofgren, “My 7 Rules for A/B Testing That Triple Conversion Rates,” Lars Lofgren blog (n.d.),

Chapter Five

  1. Ginny Marvin, “US Digital Ad Revenues Top $59.6 Billion in 2015, up 20 Percent to Hit Another High,” Marketing Land blog, April 21, 2016,
  2. “Slowing Growth Ahead for Worldwide Internet Audience,” eMarketer blog, June 7, 2016,
  3. Sarah Frier, “’s Ascent to $1 Billion Valuation Brings Missteps,” Bloomberg Technology blog, June 24, 2013, news/articles/2013-06-24/fab-com-s-race-to-1-billion-valuation-brings -missteps.
  4. James Currier, “[500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want,” August 12, 2014, retrieved from:
  5. Consumer Insights group, Microsoft Canada, “Attention Spans,” Spring 2015, researchreport/31966/en/microsoft-attention-spans-research-report .pdf, 6.
  6. Alyson Shontell, “How to Create the Fastest Growing Media Com- pany in the World,” Business Insider, November 5, 2012; Upworthy, “The Sweet Science of Virality,” March 18, 2013 , retrieved from:
  7. Currier, “[500DISTRO] Do You Speak Growth?”
  8. Video of Febreze advertisement from 1998, viewed at:
  9. Charles Duhigg, “How Companies Learn Your Secrets,” New York Times Magazine, February 16, 2012.
  10. Video of Febreze advertisement from 1999, viewed at:
  11. Molly Young, “Be Bossy: Sophia Amoruso Has Advice for Millennials and a Bone to Pick With Sheryl Sandberg,” New York magazine, The Cut (blog), May 26, 2014, -gal-millennial-advice.html.
  12. Blake Masters, “Peter Thiel’s CS183: Startup—Class 9 Notes Essay,” Blake Masters blog, May 4, 2012, -thiels-cs183-startup-class-9-notes-essay.
  13. Awan, “Lessons Learned from Growing LinkedIn.”
  14. Brian Balfour, “5 Steps to Choose Your Customer Acquisition Channel,”Coelevate (blog), May 21, 2013,
  15. Ivan Kirigin, “[500DISTRO] Sharing Lab Notes: 27 Referral Program Hack-tics in 20 Minutes,” August 13, 2014, retrieved from: watch?v=K MGnOU3lwQg
  16. Shontell, “Fastest Growing Media Company.
  17. David Skok, “Lessons Learned—Viral Marketing,” For Entrepreneurs from David Skok (blog) (n.d.),
  18. Schultz, “Lecture 6: Growth.”
  19. Eventbrite, “Social Commerce: A Global Look at the Numbers,” Eventbrite blog, October 23, 2012,
  20. Elman, “3 Growth Hacks.”

Chapter Six

  1. AdRoll, “What Is Retargeting?” 2016, retargeting; Chen, “Losing 80% of Mobile Users Is Normal.”
  2. Ibid.
  3. Neil Patel, talk at Search Engine Journal Summit, Santa Monica, California, February 24, 2015, retrieved at:
  4. Ibid.
  5. [email protected] Airbnb, “Driving User Growth at Airbnb,” April 11, 2016, re- trieved at:
  6. Elman, “3 Growth Hacks.”
  7. John Egan, “Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction,” August 12, 2014, retrieved at:
  8. Neil Patel talk at Search Engine Journal Summit, EngineJournal/1-neil-patel- nal.
  9. “How Adobe Converted Free Trial Downloads into Satised Customers,” Bunchball (blog), 2016,
  10. Adam Kleinberg, “Brands That Failed with Gami cation,” iMedia, July 25, 2012, cation/.
  11. Gabe Zichermann, “Cash Is for SAPS,” Gamication (blog), October 18, 2010, gami
  12. Jen Wieczner, “Starbucks Cards Now Have More Money Than Some Banks,” Fortune, June 10, 2016.
  13. BJFogg’sBehaviorModel,“WhatCausesBehaviorChange?”
  14. Andrew Chen blog, “New Data Shows Up to 60% of Users Opt-Out of Push Notications (Guest Post),” -off-push/.
  15. John Egan, “Long-Term Impact of Badging,” John Egan blog, Febru- ary 13, 2015,
  16. Adam Marchick and Thue Madsen, “How to Craft Push Noti cations That Users Actually Want to Receive,” Kissmetrics blog, 2016, grow
  17. BJ Fogg’s Behavior Model, “Triggers Tell People to ‘Do It Now!’”
  18. Kyle Rush, “Optimization at the Obama Campaign: A/B Testing,” Kyle Rush blog, December 12, 2012, -obama-campaign-ab-testing/.

Chapter Seven

  1. Peter Drucker, Management: Tasks, Responsibilities, Practices (New York: Routledge, 2012), 57.
  2. Fred Reichheld, “Prescription for Cutting Costs,” Bain & Company re- port (n.d.),
  3. Ellen Huet, “What Really Killed Homejoy? It Couldn’t Hold On to Its Customers,” Forbes, July 23, 2015.
  4. Daniel B. Kline, “Amazon Prime Improves Its Customer Retention Rate,” June 1, 2016, -customer-retention-rate.aspx.
  5. Jules Maltz and Daniel Barney, “Should Your Startup Go Freemium?” TechCrunch, November 4, 2012, -your-startup-go-freemium/.
  6. Brian Balfour, “Growth Is Good, but Retention Is 4+Ever,” May 10, 2015, retrieved at:
  7. Alistair Croll and Benjamin Yoskovitz, Lean Analytics: Use Data to Build a Better Startup Faster (Sebastopol: O’Reilly Media, Inc., 2013), 73.
  8. Dharmesh Shah interview with Morgan Brown, March 1, 2016.
  9. Balfour, “Growth Is Good, but Retention Is 4+Ever.”
  10. Daniel B. Kline, “Amazon Improves Its Customer Retention Rate,” The Motley Fool, June 1, 2016,
  11. Christoph Janz, “From ‘A as in Amiga’ to ‘Z as in Zendesk,’” The Angel VC (blog), July 16, 2016,
  12. Nir Eyal, Hooked: How to Build Habit-Forming Products (Portfolio: 2014), 5–10.
  13. Brad Stone, The Everything Store: Jeff Bezos and the Age of Amazon (Little, Brown: 2013), 187.
  14. Brad Stone, “What’s in Amazon’s Box? Instant Grati cation,” Bloomberg, November 24, 2010, -amazons-box-instant-grati cation.
  15. Dave Kim, comment on question “How did Yelp get initial traction and overcome the critical mass problem?” Quora, March 10, 2011, quora .com/How-did-Yelp-get-initial-traction-and-overcome-the-critical-mass -problem.
  16. Zhongmin Wang, “Anonymity, Social Image, and the Competition for Volunteers: A Case Study of the Online Market for Reviews,” April, 2010,
  17. Sarah Silbert, “The Inside Scoop on the Amex Centurion (Black) Card,” The Points Guy (blog), October 14, 2015, -centurion-black-card/.
  18. Sarah Buhr, “theSkimm on How to Rapidly Grow an Audience of Engaged Millennials,” TechCrunch, May 9, 2016, 2016/05/09/theskimm-on-a-better-way-to-serve-the-news-to-young-professionals/.
  19. Justin Ellis, “How theSkimm’s Passionate Readership Helped Its Newslet- ter Grow to 1.5 Million Subscribers,” Nieman Lab blog, August 18, 2015, -its-newsletter-grow-to-1-5-million-subscribers/.
  20. Jimmy Daly, “Behavioral Emails That Keep Customers Coming Back (with Examples from My Inbox),” Unbounce blog, March 9, 2015, unbounce .com/email-marketing/behavioral-emails-keep-customers-coming-back
  21. Shouvick Mukherjee interview with Morgan Brown, March 10, 2016.
  22. Cara Harshman, “The Homepage is Dead: A Personalization Story,” Call To Action Conference, June 20, 2016,
  23. Egan, “How We Increased Active Pinners.”
  24. Bing Gordon, “Five Things to Know About Retention Hacking,” KPCB blog, November 17, 2014,
  25. Debora Viana Thompson, Rebecca W. Hamilton, and Roland T. Rust,
  26. “Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing,” Marketing Science Institute blog, 2005, feature-fatigue-when-product-capabilities-become-too-much-of-a-good -thing/.
  27. David Pogue, “Simplicity Sells,” TED Talk, lmed February 2006, retrieved at:
  28. Jordan T. McBride, “Dan Wolchonok on Running Retention Experiments,” Pro tWell (blog), January 21, 2016, -recap-dan-wolchonok-on-running-retention-experiments.

Chapter Eight

  1. Monetate, “Monetate Ecommerce Quarterly for Q1 2016,” 2016, retrieved at:
  2. Croll and Yoskovitz, Lean Analytics, 113–19.
  3. Colin Zima, “Growth Hacking with Data—How to Uncover Big Growth Opportunities with Deep Data Dives,”, September 8, 2014, retrieved at: -with-data-how-to-uncover-big-growth-opportunities-with-deep-data-dives/.
  4. Elena Verna, “Product Experience Usability to Improve Growth,” Growth, February 18, 2016, retrieved at: videos/elena-verna-vp-growth-at-surveymonkey-product-experience -usability-to-improve-growth.
  5. Annabell Satter eld (Growth at BitTorrent), “Engaging Customers to Find Your Next Big Growth Opportunity,”, February 18, 2016, retrieved at: -annabell-satter eld-growth-at-bittorrent-engaging-customers-to- nd -your-next-big-growth-opportunity.
  6. Colin Zima, “Recommendations Are Easier Than You Think,” Looker (blog), December 22, 2014, -than-you-think.
  7. Charles Duhigg, “How Companies Learn Your Secrets,” New York Times Magazine, February 16, 2012, retrieved at: magazine/shopping-habits.html?_r=0.
  8. William Poundstone, Priceless: The Myth of Fair Value (and How to Take Ad- vantage of It) (Hill and Wang: 2011), 185–92, retrieved at: books?id=4Fs1TrLjWhUC&lpg=PT156&dq=poundstone%20charm %20pricing&pg=PT156#v=onepage&q=poundstone%20charm%20pricing &f=false.
  9. “The Price Is Right: Essential Tips for Nailing Your Pricing Strategy,” First Round Review (n.d.), retrieved at: -is-right-essential-tips-for-nailing-your-pricing-strategy/.
  10. Patrick Campbell, “The Value Metric: Optimize Your Pricing Strat- egy for High Growth,” Price Intelligently, March 12, 2014, retrieved at:
  11. Dana Mattioli, “On Orbitz, Mac Users Steered to Pricier Hotels,” Wall Street Journal, August 23, 2012, retrieved at:
  12. Dan Ariely, Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions, (Harper Perennial: 2010), 1–6, retrieved at: %20economist%22%20subscription&pg=PT21#v=onepage&q=%22the %20economist%22%20subscription&f=false.
  13. Steve Young, “How a Made-Up Product Increased Conversions by 233%,” Unbounce, August 14, 2012, retrieved at: -optimization/made-up-product-increased-conversions/.
  14. Stuart Hall, “An App Store Experiment,”, June 20, 2013, retrieved at:
  15. “Top Apps on iOS Store, United States,” App Annie, September 16, 2016, retrieved at:
  16. Sarah Needleman, “How Mobile Games Rake In Billions,” Wall Street Journal, July 28, 2106, retreived at:
  17. Joe Pinsker, “The Psychology Behind Costco’s Free Samples,” The Atlantic, October 1, 2014, retrieved at: 10/the-psychology-behind-costcos-free-samples/380969/.
  18. Steve J. Martin, Noah Goldstein, and Robert Cialdini, The Small BIG: Small Changes That Spark Big In uence (Grand Central Publishing: 2014), 1–2, retrieved at: PT10&dq=the%20small%20big%20HMRC&pg=PT10#v=onepage&q= the%20small%20big%20HMRC&f=false.
  19. Angie Schottmuller, “Social Proof Power Plays,” March 30, 2016, re- trieved at: -slideshare-s-now-included#angieschottmuller.
  20. “Conversion for E-commerce: Two Winning Tests for a Multilingual Online Florist,” Conversion Rate Experts (n.d.), retrieved at:
  21. Aileen Lee, “Social Proof Is the New Marketing,” TechCrunch, November 27, 2011, retrieved at: -people-like-to-follow-the-crowd/.
  22. Paras Chopra, “Focus Matters on a Landing Page and Here’s Why: 22% Increase in Sales,” Visual Website Optimizer, October 24, 2012, retrieved at:
  23. Jason Bosinoff, “Hacking Word-of-Mouth: Making Referrals Work for Airbnb,” Airbnb, March 27, 2014, retrieved at:

Chapter Nine

  1. Facebook, September 16, 2016, retrieved at:
  2. Matthew S. Olson, Derek van Bever, and Seth Verry, “When Growth Stalls,” Harvard Business Review, March 2008.
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