Yuriy Timen, a growth advisor and former Global Head of Marketing at Grammarly, shares his expertise on scaling subscription businesses. He discusses the importance of effective onboarding for user retention and dives into innovative SEO strategies that leverage first-principles thinking. Yuriy emphasizes the evolving landscape of paid acquisition and the significance of incrementality testing in maximizing ad spend efficacy. He also explores the potential of untapped platforms like TikTok and highlights the value of offline marketing in building resilient brands.
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insights INSIGHT
Paid Acquisition Contraction
Paid acquisition is contracting due to increased focus on efficiency and attribution.
This creates opportunities for companies with strong unit economics and attribution capabilities.
volunteer_activism ADVICE
Ruthless Prioritization
Prioritize ruthlessly and avoid spreading resources too thin across multiple growth areas.
Ensure sufficient investment in your chosen tactic before diversifying.
volunteer_activism ADVICE
Focus and Iterate
Focus on one growth tactic initially, but set clear guardrails for evaluation.
Avoid prematurely abandoning tactics without sufficient testing and iteration.
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The book is divided into two parts. The first part recounts Frankl's harrowing experiences as a prisoner in Nazi concentration camps, including Auschwitz, between 1942 and 1945. He describes the inhumane conditions and the psychological and emotional struggles of the prisoners. The second part introduces Frankl's theory of logotherapy, which posits that the primary human drive is the search for meaning, rather than pleasure. Frankl argues that meaning can be found through three main avenues: work (doing something significant), love (caring for another), and suffering (finding meaning in one's own suffering). The book emphasizes the importance of finding purpose and meaning in life, even in the most adverse conditions, as a key factor in survival and personal growth.
Essentialism
The Disciplined Pursuit of Less
Greg McKeown
In 'Essentialism: The Disciplined Pursuit of Less,' Greg McKeown argues that by applying a more selective criteria for what is essential, individuals can regain control of their time and energy. The book is divided into sections such as Explore, Eliminate, and Execute, providing practical advice on distinguishing the vital few from the trivial many and eliminating non-essential activities. McKeown emphasizes the importance of clarity of focus, the ability to say 'no,' and living 'by design, not by default.' This approach helps readers achieve more by doing less and making the highest possible contribution in their personal and professional lives.
The Splendid and the Vile
A Saga of Churchill, Family, and Defiance During the Blitz
Erik Larson
The book chronicles the period from May 1940 to May 1941, highlighting Churchill's leadership during the Battle of Britain and the Blitz. It draws on diaries, archival documents, and once-secret intelligence reports to provide a vivid portrayal of Churchill's family, including his wife Clementine, their children, and his close advisers. The narrative delves into the personal and political challenges faced by Churchill as he navigated the critical early months of World War II, emphasizing his eloquence, courage, and perseverance in the face of unrelenting horror[1][2][4].
Yuriy Timen was Global Head of Marketing and Growth at Grammarly, and is now a full-time growth advisor, having worked with more than a dozen companies, including Canva, Airtable, Whimsical, Otter.ai, Oyster, Flo Health, and Clay. In today’s episode, Yuriy discusses the ever-changing world of growth, emerging growth tactics, and how to find your growth engine. You’ll learn the most effective strategies for driving user acquisition, how to balance and diversify organic and paid channels, when it’s time to change plans, how to vet new growth channel opportunities, and much more.—
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