We should stop thinking about what department is responsible for driving growth and recognise that a new function, growth, was born, not to replace marketing or product but to support them with unique and combined skills.
Product management comes in many flavours, and the tools to succeed are endless. Still, for the specific work of growth product management, there are three essential building blocks of insights, data and experimentation that you cannot go around.
In my definition, Growth is the holistic view of the product and its customer to identify the opportunities with the highest impact. The outcome is an increased user base that improves business value. I want to use Spotify as an example of why I firmly believe that Growth lives beyond onboarding users and what important role use cases play.
Let’s face it. Digital product development is where people like to throw the latest pig in the pond. In Product Management, the newest trend is Growth. In an interview, I explain the difference between Growth and Growth Hacking and why we do not need only Growth Product Managers. What does a growth product manager actually do? Ten questions and answers. (LinkedIn)