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

Demand Generation

Growth

Episode Outline

[04:39] Sean’s background

[07:16] Operational issues and then the other one had to do with just the fundamental shift

[10:13] Reason these companies were failing, had more to do with people and the behaviors of the people

[11:18] Realize that affiliation with a company who's been successful in that industry

[12:04] Hiring and supporting and developing and growing other humans

[14:34] If you think about things from a red, yellow, green perspective, you put people in a stoplight bucket

[16:35] Best fit based on their characteristics and attributes because the majority of the Academy students are adult learners. The true character of a person is not how you act in this life, but how you react.

[17:04] If you don't like something, you already know it. It's probably not going to continue to enjoy it.

[19:22] There's social responsibility, corporate responsibility, environmental responsibility, and personal responsibility.

[20:19] Starting over with the concept of what problems do my customers have right now that can really solve, and growth mindset is going to be more important.


Sean's Inspirations:

His father

His wife

Will Bunker


Connect with Sean:

LinkedIn

Twitter

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