Lenny's Podcast: Product | Growth | Career

Mastering paid growth | Jonathan Becker (Thrive Digital)

128 snips

May 7, 2023

In this engaging discussion, Jonathan Becker, the founder of Thrive Digital, shares his expertise in DTC and performance marketing. He reveals the signs that indicate a company is ripe for paid growth and strategies to optimize advertising creatives effectively. The conversation dives into the merits of various marketing channels like TikTok, the complexities of attribution in a rapidly changing landscape, and shares the fascinating story of how he secured Uber as a client, showcasing the need for innovation in marketing.

Ask episode

AI Snips

Chapters

Books

Transcript

Episode notes

ANECDOTE

Landing Uber

Jonathan Becker met Uber founder Garrett Camp in a taxi, while Becker was exploiting Uber's referral program.
This led to Thrive Digital securing Uber as a client for 10 years.

ADVICE

Diversification is Key

Diversify your marketing investments across multiple channels, just like diversifying a stock portfolio.
Avoid over-reliance on any single performance marketing channel to mitigate volatility.

INSIGHT

Paid Growth Fit

Early-stage companies should prioritize product-market fit before heavily investing in paid growth.
Later-stage companies should assess their creative resources, marketing expertise, and technical capabilities to determine paid growth scalability.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Shoe Dog

Phil Knight

Shoe Dog is a memoir that chronicles the journey of Phil Knight as he builds Nike from its humble beginnings as Blue Ribbon Sports. The book is a personal and detailed account of Knight's experiences, from his early days selling Japanese running shoes out of the trunk of his car to the global brand Nike is today. It highlights his relentless work ethic, the challenges he faced, and the key relationships with his partners and employees that were crucial to the company's success. The memoir also touches on Knight's personal life, including his family and the emotional struggles he encountered along the way[1][3][4].

American Kingpin

The Epic Hunt for the Criminal Mastermind Behind the Silk Road

Nick Bilton

American Kingpin tells the story of Ross Ulbricht, a libertarian-leaning programmer who built the Silk Road, an online marketplace for drugs and other illicit goods on the dark web. The book details Ulbricht's transformation from a college dropout to the mastermind behind a billion-dollar drug empire, and his eventual capture by law enforcement. The narrative is filled with twists and turns, including the involvement of crooked FBI agents, murder-for-hire plots, and the complex interplay between technology, libertarian ideology, and law enforcement.

Storyworthy

Engage, Teach, Persuade, and Change Your Life through the Power of Storytelling

Matthew Dicks

In 'Storyworthy,' Matthew Dicks provides a comprehensive guide on the art of storytelling. The book is divided into three parts: Finding your story, Crafting your story, and Telling your story. Dicks shares his own stories to illustrate key points and offers tips and exercises to help readers improve their storytelling skills. He emphasizes the importance of identifying a 'five-second moment' of transformation or realization in every story and provides techniques for making stories engaging and memorable. The book is designed to help anyone become a better storyteller, whether for personal or professional purposes, and highlights how storytelling can deepen connections with others and enhance one's own life[1][3][5].