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

by Sean Ellis

How disappointed would you be if this product no longer existed tomorrow? a) Very disappointed b) Somewhat disappointed c) Not disappointed (it really isn’t that useful) d) N/A—I no longer use it Interpreting the results is simple enough; if 40 percent or more of responses are “very disappointed,” then the product has achieved sufficient must-have status, which means the green light to move full speed ahead gunning for growth. Many products won’t hit the 40 percent threshold, however, and in that event, the growth team’s first efforts must be focused on determining why the product isn’t getting a better response. If 25 to 40 percent of respondents answer “very disappointed,” then often what’s needed are tweaks either to the product or to the language used to describe the product and how to use it. If less than 25 percent answer “very disappointed,” it’s likely that either the audience you’ve attracted is the wrong fit for your product, or the product itself needs more substantial development before it’s ready for a growth push.