Subscribe to Creator Lab on your fav podcast app:
Apple: [ Ссылка ]
Spotify: [ Ссылка ]
Google: [ Ссылка ]
Get every episode + giveaways sent to your inbox:
[ Ссылка ]
Let Lenny & I know what you think of this on Twitter:
[ Ссылка ]
[ Ссылка ]
Lenny writes the #1 business newsletter on Substack (Lenny's Newsletter) and previously sold his company, Localmind, to Airbnb.
He then spent 7yrs at Airbnb leading product + growth teams and now angel invests + works as a full-time creator.
In this conversation you'll learn about:
– the racecar growth framework:
growth engines, turbo boosts, lubricants + fuel
– core growth engines:
performance marketing, virality, content + sales
– examples from Airbnb, Zapier, Superhuman, Wish, Casper + others
– benchmarks for user retention + types of virality
– 3 steps to getting early users
– growing a newsletter + the differences in approach for creators vs companies
Timestamps:
0:00:00 - Snippet + What We Cover
0:01:09 - Lenny Intro + Background
0:06:29 - Scale of Newsletter
0:08:09 - Questions To Ask Yourself When Figuring Out Your Next Step
0:11:10 - Energy + The Struggle Of The Content Treadmill
0:12:23 - Early Days Of Airbnb
0:14:01 - Creating Something Remarkable
0:16:14 - Racecar Growth Framework - Who Is This For?
0:17:11 - Early vs Late-Stage Growth
0:18:39 - Engine, Turbo Boosts, Lubricants + Fuel
0:18:57 - Growth Engines - virality, performance marketing, content, sales + bonus examples
0:23:03 - "1st time founders focus on product, 2nd time founders focus on distribution"
0:27:01 - Becoming The Best In The World At 1 or 2
0:27:29 - Airbnb vs Booking
0:28:07 - Performance Marketing
0:29:43 - Wish + Casper - Built On Performance Marketing
0:30:34 - Feasibility When Bootstrapping
0:31:22 - If You Should Be Performance Marketing Driven: 1) Generating Revenue From Users 2) Not Something Users Are Looking For
0:32:53 - Growth vs Brand Marketing
0:34:29 - When To Expand To The Next Engine + S Curve
0:35:47 - Examples Of Virality - Word-of-mouth, referrals, inviting friends, etc
0:39:14 - Bottoms Up vs Top-Down Virality
0:40:23 - Knowing When You're Going Viral - K Factor vs % of people who came in thru referral
0:41:25 - % Benchmark To Aim For
0:42:16 - Companies Who Are Suited To Viral Growth
0:42:40 - Clubhouse + FOMO
0:44:08 - User Generated Content Loop
0:46:21 - Data Driven SEO - Zapier + Thumbtack
0:48:03 - Editorial SEO + Figuring Out Content Strategy
0:49:22 - Superhuman Example
0:50:05 - Desired Outcomes, Primary + Secondary KPIs
0:51:35 - Sales Channel
0:54:11 - Turbo Boosts + Lubricants
0:55:44 - Power Of Events
0:57:29 - Retention + Conversion
0:59:33 - Activation: Using Product For Its Core Purpose
1:00:54 - Superhuman, Creators + The Customers Who Care
1:04:30 - User Retention Benchmarks
1:06:35 - Common Pitfalls
1:08:27 - Getting First 1000 newsletter subscribers
1:10:12 - 3 steps to getting early users
1:13:36 - Creators vs Companies - Finding Core Users
1:18:18 - Would You Still Be Doing This With 1000 Subs?
1:19:46 - 5 "Jobs To Be Done" Of Content
1:20:40 - Newsletter Discoverability
1:22:34 - What Gives You Energy
1:24:15 - Airbnb Job vs Creator Life
1:25:14 - Tim Urban on Content That Spreads
1:26:09 - Creators: Value vs Support
1:28:13 - Decision To Stay On Substack
1:30:22 - Knowing What To Write About
1:34:48 - Longer Term Plan
