Learn how the best growth hackers use goals to hack their brains (and their organizations) to achieve incredible results.

2. #GHgoals
Behind every great growth hack is a goal
GOAL User retention
GOAL
GOAL
GOAL
User invites
Link distribution
User sharing

3. Why goals are so crazy-
effective

4. Three Reasons Why Growth
Hackers Use Goals
Hack your brainFocusLearn

5. #GHgoals
Learn
Hypothesis
If [Variable], then [Result], because [Rationale].

6. #GHgoals
RJMetrics story
Leads
Opportunities
Customers

7. #GHgoals
Focus
Goals align individuals and
focus attention

8. #GHgoals
Growth Hackers story
+

9. #GHgoals
Goal-setting theory
90% of laboratory and field studies involving specific
and challenging goals led to higher performance
than did easy or no goals.
- Edwin A. Locke, 1981

10. Hack your brain
The closer you get
to a goal, the more
dopamine you get.

12. #GHgoals
Email Conversion Rate

13. 6 Reasons Goals
Go Wrong

14. #GHgoals
1. Setting fuzzy, undefined goals

15. #GHgoals
2. Goal-driven-to-the-extreme approach

17. #GHgoals
3. Not adjusting based on new information

18. #GHgoals
False Hope Syndrome =
The hope that setting a goal
will generate motivation
4. Setting too many goals

19. #GHgoals
5. Setting goals that are impossible

20. #GHgoals
6. Measuring success with vanity metrics

21. How to Use Goals Like a
Growth Hacker

22. #GHgoals
Goal-Setting Framework

23. #GHgoals
Find the “golden motion”
Know the metric you’re
trying to improve
Analyze data to find influencing behaviors
(logins, downloads, adding a user)
Replicate the behavior

24. #GHgoals
Execute
1. Prioritize tests
2. Build a healthy backlog
3. Keep track of winners & losers
4. Establish cadence of moving
tests from ideas to backlog

25. #GHgoals
Track progress
Hack your brain. Every day you’re tracking progress and
getting that dopamine boost
Focus. Every day you’re reminded of what is the most
important thing for you to be working on
Learn. Every day you’re checking what’s working, learning,
and adjusting
How short feedback loops increase goal effectiveness:

26. #GHgoals
How to do this

28. #GHgoals
Ideas
- Slack channel, HipChat room
- Weekly emails
- Internal dashboards
- Confluence
- Large displays in the office
- Lunch and learns
- Office hours
- Gongs and cowbells

29. #GHgoals
Socialize/Iterate
of marketers don't share
testing or growth wins with
their team.
35%

30. Thank you for joining us!