When I first got the job running marketing at Mint, founder and CEO Aaron Patzer told me that we had to get Mint to 100,000 users within six months of launching.
The number itself didn’t intimidate me: Before Mint, I had been Facebook employee No. 30. I’d witnessed crazy, exponential user growth first-hand. The difference was that at Mint, we were pre-product and certainly pre-repeatable-growth-engine. That meant we had to invent something from scratch.
I won’t lie, I was nervous. I started by drawing up a marketing plan.
The result: After 12 months, Mint had more than 1,000,000 users. We made it a whole extra comma above our target.
In the startup world, where growth is as essential to life as oxygen, falling short of your growth goals means your company dies.
Given the life-or-death importance of achieving growth, it’s ironic that growth teams, marketers and founders…
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