The Demand Efficiency Podcast

Podcast

Audio

Demand Generation

Growth

Hiten Shah cracks the code to 37 Signals Growth Playbook

In this episode, we have Hiten Shah, founder of multiple successful companies, including Crazy Egg, KISSmetrics, and FYI. He shares the knowledge he has gained from starting the businesses and also how being curious about observing other businesses has helped him along the way.

Hiten explains the power of branding, highlighting three keywords: New, Different and Right. He also mentions the importance of setting the right intention with content as well as producing high-quality content which is in understanding of the market and its people.

He later mentions why identifying immature and mature channels and understanding the difference is key while scaling a business and also gives out the criteria he uses to evaluate channels.

Outline of this Episode

  • Content marketing - Hiten talks about the potential customer journey whether it's decisions around purchase or landscape of the product.
  • WebTraffic - FYI focuses on content that is specifically aligned with the audience.
  • The Audience - Hiten shares his experience on the selection and understanding of your audience.
  • Market research - FYI focuses on understanding the customer experience and sentiment analysis.
  • Channels - Hiten describes managing them and scoring channels.
  • Blog content - Hiten shares the importance of creating the structure and time needed to be put in before seeing results.


Hiten's Inspirations

  • Joel Gascoigne (Buffer)
  • Nathan Barry (Convertkit)
  • Matthew Kobach
  • Eric Yuan (Zoom)
  • Jason Fried & David Heinemeier Hansson (Basecamp, previously 37Signals)


Connect with Hiten

LinkedIn

Twitter

Facebook

The Demand Efficiency Podcast

Podcast

Audio

Growth

Episode Outline

[04:39] Danielle’s background

[07:16] How the whole petition process of a charter school is funded with public money. So you have to petition the state to let you do what you want to do in the district.  

[10:13] Why starting a charter school in some ways is very much like starting a startup

[11:18] Understand that we're firefighters and we're all here to do whatever needs to get done because our building is constantly on fire especially in the first year of operations

[12:04] The most success metrics in venture are different than when you're trying to champion alternative education and giving

[14:34] Standard return metrics in venture and whether or not you're able to build something viable. The importance in keeping balance of those things

[16:35] Knowing that there's something really fascinating and kind of a Zen mindset about decision-making theory. You have to separate the outcome of your decision from the decision you make at the time

[19:22] Uncover why they're just not using the product that much, and what really want to see is that those pilot customers are insatiable

[20:19] What to do if something goes awry or they get fickle, when you're not sure who else to service in the market, it's hard to get that company to grow

[24:30] Getting the feedback loop between the founder, the engineering team, especially if they're using sort of like a dev group and the customers it's too disconnected


Danielle's Inspirations:

Shea Tate-Di Donna

Alex Iskold

Charles Hudson

Sydney Thomas


Connect with Danielle

LinkedIn

Twitter

Ready to drive efficient demand?

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