Adam Grenier, a former Head of Growth Marketing at Uber and a marketing advisor, shares invaluable insights on exploring new acquisition channels. He discusses the rise of the growth CMO and the importance of aligning marketing strategies with customer needs. Adam emphasizes the benefits of improv classes for fostering teamwork and a positive culture. He also candidly addresses his battles with burnout, offering tools for mental well-being, including therapy and community support, proving that vulnerability can drive innovation.
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Emerging Channel Exploration
Consider overlap between customer needs, company goals, and channel strengths.
Explore emerging channels strategically, not just because they're trendy.
insights INSIGHT
Channel DNA
Consider a channel's DNA, including its growth trajectory and monetization strategy.
Align with the channel's goals for a synergistic partnership.
question_answer ANECDOTE
Early Facebook Mobile Ads
Adam Grenier was an early adopter of Facebook mobile ads at Hotel Tonight.
His prior experience and understanding of Facebook's goals gave him a competitive advantage.
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In 'Crossing the Chasm', Geoffrey A. Moore explores the Technology Adoption Life Cycle, which includes innovators, early adopters, early majority, late majority, and laggards. He highlights the significant gap or 'chasm' between early adopters and the early majority, where early adopters are willing to sacrifice for the advantage of being first, while the early majority waits for evidence of productivity improvements. The book provides strategies for narrowing this chasm, including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, and selecting the most appropriate distribution channels and pricing. The third edition includes new examples, strategies for digital marketing, and connections to Moore's subsequent works like 'Inside the Tornado'.
Why Buddhism is True
The Science and Philosophy of Meditation and Enlightenment
Robert Wright
In this book, Robert Wright argues that Buddhism offers a secular, Westernized approach to mindfulness meditation that can help individuals and society by reducing suffering and increasing empathy. He draws on evolutionary biology, psychology, and neuroscience to support Buddhist teachings, such as the concept of 'no-self' and the nature of human suffering. The book is a personal journey that began with Wright's work on evolutionary psychology and deepened through his practice of meditation and conversations with skilled meditators. It aims to show how Buddhist principles can be applied in a secular age to improve individual and societal well-being.
Hacking Marketing
Hacking Marketing
Scott Brinker
Scott Brinker's "Hacking Marketing" explores the application of agile methodologies to marketing. The book emphasizes iterative development, continuous improvement, and data-driven decision-making in marketing strategies. It provides practical frameworks and techniques for adapting agile principles to marketing teams, projects, and campaigns. Brinker's work highlights the importance of flexibility, collaboration, and rapid experimentation in today's dynamic marketing landscape. The book is a valuable resource for marketers seeking to enhance their efficiency and effectiveness.
Adam Grenier is the former Head of Growth Marketing and Innovation at Uber, where he helped build Uber’s growth infrastructure from the ground up. He is also the former VP of Product and Marketing at LambdaSchool, and former VP of Marketing at Masterclass. These days, Adam is a growth and marketing advisor to many companies, as well as a teacher through Reforge. In today’s episode, Adam shares how to determine whether a new channel is worth exploring, the rise of the growth CMO, and how improv classes can improve team bonding and create a more positive ‘yes’ culture. He also speaks candidly about his own struggles with burnout and depression and shares some incredible tools that have helped him along the way.
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