The term “Growth” has been slapped onto everything. Growth marketing,
growth hacking, growth engineering, growth product, blah blah blah. It has
created a ton of confusion and negative biases. Every week we get questions
like, “What is the difference between product and growth team? Growth
marketing vs. marketing? Isn’t growth just a bunch of local optimization?
WTF is growth?”
The term has taken on so many different meanings that it ultimately creates
more friction and obscures what we should really be focusing on.
Whatever your opinion is towards the term, throw it away for a second. The
term does not matter. The important thing is to realize that all those
high-growth companies embraced what we talked about in the first post in
this series - Growth wins. The game has changed.