The role of the growth hacker is to ruthlessly optimize incoming traffic for success. As Eric Ries explains in The Lean Startup, “The focus needs to be on improving customer retention.” Because retention is easier than acquisition. You’ve already got the people here—now just don’t lose them! Forget the conventional wisdom that says if a company lacks growth, it should invest more in sales and marketing. Instead, it should also invest in refining and improving the service itself until users are so happy that they can’t stop using the service (and their friends come along with them).
