The Evolution of Growth Hacking: A Decade of Disruption and the Dawn of Growth Artistry

A decade ago, Andrew Chen’s groundbreaking article, “Growth Hacker is the VP of Marketing,” was published, sending shockwaves through the tech industry. His audacious claims that marketing’s future would hinge more on technical skills than traditional marketing abilities, and that while tech products would become easier to build, distribution would become increasingly challenging, were met with skepticism and intrigue.

The Birth of a New Era

Chen’s bold assertions didn’t stop there. He envisioned new “superplatforms” granting startups access to hundreds of millions of users, raising the stakes for everyone involved. He predicted that traditional marketing—brand communication and public relations—would give way to technical, distribution-oriented teams who would integrate into new platforms and APIs.

A Decade of Growth Hacking

Now, ten years later, we’re taking stock of our progress. Chen recently reflected on the changes since his initial forecast. In an industry once abundant with product growth, we now find scarcity. The days of easy distribution are over, replaced by a competitive struggle for consumer attention.

The Limitations of Growth Hacking

Chen notes the limitations of growth hacking have become apparent. Startups can’t rely solely on A/B testing for product/market fit. Growth teams can deliver steady incremental improvements but often struggle against larger trends like seasonality, poor retention, and S-curve dynamics.

The Permeation of Distribution/Metrics Culture

Despite these limitations, the distribution/metrics culture has permeated product management and other industry aspects. Marketers now identify as “growth marketers,” reflecting a shift in language and approach.

The Future of Growth Channels

Looking ahead, Chen sees opportunities for reinventing growth channels. Generative AI will make building new apps even easier, and the growth of “superplatforms” will continue, giving startups access to larger audiences.

Growth Artistry: The New Frontier

The tech landscape has drastically changed. Growth hacking has evolved into something more nuanced, akin to ‘growth artistry.’ We’ve learned that technical skills are important, but they can’t replace the creativity and strategic thinking required to truly connect with consumers.

Personal Insights and Observations

As a professor and consultant, I’ve observed these trends firsthand. Whether in the classroom or in the boardroom, the concepts Chen introduced continue to shape our understanding of marketing and growth. Some predictions have come to pass, while others have evolved in unexpected ways.

Embracing the Dynamic Nature of Tech

The dynamic nature of the tech industry reminds us to be adaptable and ready to learn. Here’s to the next decade of growth hacking—or rather, growth artistry—where creativity and strategy reign supreme.

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10 years after "Growth Hacking"

What's changed and what's new

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