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Lenny's Written Position

Uber's mature growth mix was approximately 50% paid, 15% referrals, and 35% word-of-mouth, compared to early days of 30% referrals, 50-60% WOM, and the rest PR.

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Podcast Moments

Meltem Kuran Berkowitz00:00:00
“In the early days, it's very important to just go back to the basics, build the skeleton before you put on the makeup. The first question I would ask is, do you have a website? Is it fast? Do the search engines know that it exists?”

An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth) · Meltem Kuran

Meltem Kuran Berkowitz00:00:00
“You can't run a successful paid ads program if you have a website that's loading in four plus seconds. So really going back to the basics and starting from a good experience at the core and then expanding step-by-step from there.”

An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth) · Meltem Kuran

Meltem Kuran Berkowitz00:00:00
“Only after all of those questions are answered, should you then consider, do I have money? Can I put it behind some paid ads to make sure people come to my website?”

An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth) · Meltem Kuran

Austin Hay00:00:00
“From 2010 to 2020, we had the golden years of deterministic matching where it was very easy to run an ad and understand with precision who installed the app. You can't do that anymore. So, what that means is these ad networks are becoming more complex, sophisticated, and interesting, right at the same time that it's harder for marketers to really understand how they're spending money.”

The ultimate guide to Martech | Austin Hay (Reforge, Ramp, Runway) · Austin Hay

Jonathan Becker00:00:00
“There's a lot of different ways that we are beginning to use AI to do more with less. The effect ultimately that we've seen from a human capital point of view is displacement. We have more people now than we've ever had, but the nature of the work that they do is more strategic.”

Mastering paid growth | Jonathan Becker (Thrive Digital) · Jonathan Becker

Jonathan Becker00:00:00
“It's more about modeling, validation, asking the right questions, being focused around creative levers. And less so the trench work of implementation and bid modifiers at the keyword level on Google search.”

Mastering paid growth | Jonathan Becker (Thrive Digital) · Jonathan Becker

Jonathan Becker00:00:35
“On our creative group, we can come up with mockups, in literally, 1% of the time that it took. And so you still have to understand what questions to ask of the AI and be capable of iterating.”

Mastering paid growth | Jonathan Becker (Thrive Digital) · Jonathan Becker

Cutting Room Floor

Guest insights on this topic that Lenny hasn't (yet) written about in his newsletters. Potential material for future posts.

Meltem Kuran BerkowitzUnsynthesized
“In the early days, it's very important to just go back to the basics, build the skeleton before you put on the makeup. The first question I would ask is, do you have a website? Is it fast? Do the search engines know that it exists?”

An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth) · Meltem Kuran

Meltem Kuran BerkowitzUnsynthesized
“Only after all of those questions are answered, should you then consider, do I have money? Can I put it behind some paid ads to make sure people come to my website?”

An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth) · Meltem Kuran

Austin HayUnsynthesized
“From 2010 to 2020, we had the golden years of deterministic matching where it was very easy to run an ad and understand with precision who installed the app. You can't do that anymore. So, what that means is these ad networks are becoming more complex, sophisticated, and interesting, right at the same time that it's harder for marketers to really understand how they're spending money.”

The ultimate guide to Martech | Austin Hay (Reforge, Ramp, Runway) · Austin Hay

Jonathan BeckerUnsynthesized
“There's a lot of different ways that we are beginning to use AI to do more with less. The effect ultimately that we've seen from a human capital point of view is displacement. We have more people now than we've ever had, but the nature of the work that they do is more strategic.”

Mastering paid growth | Jonathan Becker (Thrive Digital) · Jonathan Becker

Jonathan BeckerUnsynthesized
“It's more about modeling, validation, asking the right questions, being focused around creative levers. And less so the trench work of implementation and bid modifiers at the keyword level on Google search.”

Mastering paid growth | Jonathan Becker (Thrive Digital) · Jonathan Becker

Jonathan BeckerUnsynthesized
“On our creative group, we can come up with mockups, in literally, 1% of the time that it took. And so you still have to understand what questions to ask of the AI and be capable of iterating.”

Mastering paid growth | Jonathan Becker (Thrive Digital) · Jonathan Becker