Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

by Sean Ellis

IDEA DESCRIPTION: The best way to think about what the idea description should look like is along the lines of an executive summary. It should address the who, what, where, when, why, and how of the idea. Who is being targeted? For example, all visitors, new users only, returning users, or users from a particular traffic source? What is going to be created, such as new marketing copy or a new feature? Where will the new copy or feature be implemented: Will it be on the app’s home screen or elsewhere? When will it appear during the customer’s use, such as on the landing page when a visitor first comes to the site? In addition, the description must include the why—the rationale behind the idea—and the how—a recommendation of the type of test to be done, such as an A/B test, or new feature to be built, or a new ad campaign to be launched.