Growth Design Podcast

Zachary Bolton is a product strategist with over 15 years of experience navigating the triumphs of product development. He is a partner at Other Land, a design studio that helps B2B product leaders decide what needs to change to improve growth. Zach shares insights from his career, including his transition from advertising to founding the agency, Otherland. He challenges traditional strategy frameworks, emphasizing the critical role of understanding customer value. The discussion explores practical strategies for aligning teams within organizations, fostering a growth-oriented culture through leadership, and providing actionable advice for designers looking to launch their practices.Key Topics Discussed​Deconstructing Traditional Frameworks.​Uncovering True Customer Value ​Growth Mindset in Established Companies ​Bridging Customer Insights and Product Strategy​Facilitating Cross-Department CollaborationKey Takeaways- ​Product strategy is about understanding unique value.​Frameworks should serve the strategy, not hinder it.​Customer insights are crucial for an effective strategy. ​Collaboration across departments is key to success.​Simplicity in communication enhances understanding.​Mistakes are part of the learning process.Referenced Resources:- ​No Bullsh*t Strategy by Alex M H Smith https://a.co/d/c3pkKTD​Running Lean by Ash Maurya - https://a.co/d/a6BpApW​House of Suns by Alastair Reynolds - https://a.co/d/17pFCB9Chapters00:00 Introduction and Guest Introduction02:52 Zachary Bolton's Journey and Background05:50 Understanding Product Strategy11:45 The Complexity of Strategy18:02 Challenges in Traditional Product Strategy24:02 Bridging Customer Insights and Product Strategy30:12 Facilitating Cross-Department Collaboration36:07 Leadership and Growth Mindset42:10 Final Thoughts and Advice for DesignersWhere to find Zachary BoltonLinkedIn: https://www.linkedin.com/in/zachbolton/Agency Website: https://www.otherland.studio/Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/Production by⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Adi Kujal, a seasoned growth product designer shares his insights on applying growth design principles within the fast-paced world of early-stage startups. He discusses his transition from traditional design to a growth-focused approach, emphasizing the importance of an entrepreneurial mindset, a deep understanding of user psychology, and navigating the unique challenges of the startup environment. He delves into the power of emotionally driven user research, exploring the balance between persuasive design and ethical considerations. He also examines the evolving role of designers in startups and offers practical advice on identifying red and green flags when considering joining an early-stage company. He offers valuable insights into recognizing red and green flags when joining early-stage companies and addresses the pervasive experience of imposter syndrome among designers. Key Topics Discussed: Expectations for Designers in Founding Roles. Approaching Conversations with CEOs About Design's Influence. Setting Up Experiments and Working with Limited Data. Incorporating Sales Psychology and Behavioural Science into Design Work Sharing Personal Experiences and Stories From Working With Startups Takeaways. Connecting psychology with design enhances user experience. Proactivity is key in early-stage startups. Small wins can lead to bigger opportunities. Experimentation is necessary in the absence of data. Emotional user research can yield deeper insights. Qualitative data is essential when quantitative data is lacking. Experimentation should be fun and engaging for teams. Sales psychology can enhance design effectiveness. Referenced Resources: Sera Tejima’s Growth Playbook The Creative Act - Rick Ruben Creative Confidence: Tom Kelley, David M. Kelley Chapters 00:00 Introduction to Growth Design and Adi’s Background 02:47 The Importance of Entrepreneurial Mindset in Design 06:03 Aha Moments in Growth Design: Psychology and Sales 08:53 Challenges of Working in Early Stage Startups 12:13 Misconceptions About Founding Designer Roles 15:02 Navigating Responsibilities in Sensitive Fields 17:48 Essential Skills for Designers in Startups 21:00 Communicating Design Value to Founders 23:53 Proactive Design Strategies and Small Wins 27:11 Validating Design Decisions with Limited Data 35:32 Emotional User Research 36:52 Navigating Growth Design with Limited Data 39:11 Fun and Impactful Experimentation 40:36 Integrating into Team Structures 43:02 Sales Psychology in Design 46:12 Balancing Persuasion and Ethics 48:06 Applying Behavioral Science Principles 50:58 The Evolving Role of Designers 55:46 Generalists vs. Specialists in Design 01:00:08 Lessons from Startups 01:04:29 Identifying Green and Red Flags in Startups Where to find Adi Kujal - LinkedIn: https://www.linkedin.com/in/aditya-kuja - Website: https://www.rootdesign.net/ Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/ IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/ ⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Mindaugas Petritis, founder of Coho, joins us to discuss the future of design and its crucial intersection with business. He shares his unconventional journey from hospitality to community building and entrepreneurship, emphasising the importance of authentic relationships and understanding the challenges designers face in aligning their work with business objectives. We explore the evolution of Coho, from a fellowship to a platform focused on peer learning and unlocking hidden knowledge within organizations. Mindaugas also shares his insights on the evolving nature of work, the power of curated peer groups, and why more designers should consider the founder path. The conversation delves into the impact of AI on the design landscape, the need for designers to develop broader skills like communication and critical thinking, and practical advice for aspiring design founders. Key Topics Discussed: The future of work and the increasing importance of peer groups The benefits and challenges of designers becoming founders Bridging the gap between design and business objectives The impact of AI on the role of designers and the need for new skills Practical advice for building relationships within organisations Takeaways: Building authentic relationships is crucial for career growth and understanding the business context. Designers can gain valuable business insights by proactively engaging with other departments. Peer groups offer a powerful way to navigate the changing work landscape and share knowledge. Designers should consider the founder's path and experiment with side projects. The future of design requires strong communication, critical thinking, and adaptability. Don't outsource your thinking to AI; focus on developing core skills. Referenced Resources: Business Thinking for Designers by Ryan Rumsey Chapters 00:00 Introduction and Background 01:58 From Hospitality to Community Building 08:16 Understanding the Challenges of Designers 12:30 Transition from InVision to Coho 22:22 The Importance of Curated Peer Groups 29:16 The Future of Work and the Role of Coho 35:05 Designers as Founders 38:20 Challenges Faced by Growth Designers 48:23 The Impact of AI on Design 49:26 Developing Skills Beyond Design 59:47 Building Relationships and Collaboration 01:10:06 Advice for Designers Who Want to Be Founders 01:12:18 The Importance of Side Projects and Experimentation 01:14:38 The Role of Sales and Marketing in Entrepreneurship 01:18:03 Founder vs CEO: Understanding the Difference 01:26:34 If Not a Founder, Then a Restaurant Owner 01:27:44 The Books, Movies, and Profession That Inspire Mindaugas Where to find Mindaugas: - LinkedIn: https://www.linkedin.com/in/mindaugaspetrutis/ - Website: https://www.joincoho.com/ Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/ IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/ ⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Andy is a design leader, speaker, investor, coach and founder, many times over. From ClearLeft to Seedcamp, always a designer at heart, Andy believes design is powerful in transforming companies, teams and customers' lives for the better. Andy joined us to discuss the importance of design in startups, particularly growth design's role in driving business growth and solving problems. Together, we explore practical strategies for acquiring early customers, including leveraging networks, attending industry events, and utilising outbound sales. Andy highlights the importance of growth designers in these early stages, particularly for customer discovery and research. He introduces the concept of "language-market fit," stressing the need to understand the target audience's specific language and needs. He concludes by discussing the need for adaptability and quick iterations in early-stage startups and the future of design, including the merging of roles and new tools. Key Topics Discussed: Finding early users and achieving product-market fit. The importance of founder-led sales and marketing. The role of growth designers in customer discovery and research. Understanding the language and needs of potential customers ("language market fit"). Takeaways Growth design focuses on improving existing capabilities and solving business goals, rather than just adding new features. Outbound sales and personalized outreach can be valuable strategies for acquiring early customers. Language market fit is important in effectively communicating the value of a product to potential customers Designers in early-stage startups need to be adaptable and willing to experiment with different approaches. The future of design involves the merging of roles and the use of new tools Referenced Resources: The Growth Equation: How Early Stage Startups Can Build a Powerful Engine for Growth by Andy Budd Turn the Ship Around by L. David Marquet Never Split the Difference by Christopher Voss and Tahl Raz Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim Chapters: 00:00 Introduction and Guest Introduction 01:13 Andy's Journey into Design 07:38 Shift from Building Design Companies to Supporting Startups as an Investor 13:02 Defining Growth Design and Its Importance 20:13 The Biggest Design Challenges for Startups in the Early Stages 27:46 Effective Tactics for Acquiring Early Customers 37:59 Finding First Customers and Founder-Led Sales and Marketing 38:45 The Role of Growth Designers in Startups 46:20 The Importance of Language Market Fit 41:34 Designers in Early-Stage Startups: Adaptability and Experimentation 56:54 Utilising Behavioural Science to Drive Growth 01:14:04 The Role of Growth Design in Startups 01:15:24 Building a Small, Independent Team for Growth Design 01:19:18 Understanding Business Partners and Applying Empathy 01:23:18 The Future of Design: Merging Roles and New Tools 01:36:10 Lightning Questions with Andy Where to find Andy: - LinkedIn: https:https://www.linkedin.com/in/andybudd/ - Website: https://www.andybudd.com/ - Read a free chapter of his book here: https://www.andybudd.com/book Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/ IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/ ⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Jeff Callan, author, product management consultant, and CEO of Tyghtwyre, joins us to discuss strategies for effective collaboration in building great product teams. Jeff shares his journey from building toys as a kid to working with cutting-edge technologies and now helping startups scale their products. He emphasises four key steps for high-performing teams: hiring the right people, clear roles and responsibilities, providing resources, and measuring results. Key Topics Discussed: Clear communication, transparency, trust, and respect are important in team collaboration. The evolving role of product managers and the need to leverage the expertise of designers and other team members. Common pitfalls of collaboration, including misaligned goals, siloed thinking, and ego. The importance of data-driven decision-making and shared KPIs. Takeaways Defining a North Star metric and breaking it down into actionable goals and OKRs for different teams. Building a feedback-rich environment and establishing effective feedback loops. Prioritisation techniques, such as the value versus effort matrix, to focus on the most impactful tasks. Encouraging a culture of collaboration and appreciation, celebrating wins, and learning from failures. Referenced Resources: - What Makes Great Products Great: A Product Management Bootcamp by Jeff Callan - The Right Thing by Ryan Holiday - The Creative Act by Rick Rubin - Four Thousand Weeks: Time Management for Mortals by Oliver Burkeman - Lenny's Newsletter and Podcast (Lenny Rachitsky) - Continuous Discovery Habits by Teresa Torres Chapters 00:00 Introduction and Background 02:30 Introducing Jeff Callan and His Achievements 06:20 Jeff's Journey into Product Management 12:45 Defining Effective Collaboration 16:10 Key Steps to Building High-Performing Teams 20:25 The Role of Data in Decision Making 24:40 Misaligned Goals and Communication Pitfalls 30:55 The Importance of a North Star Metric 36:15 Creating a Feedback-Rich Environment 41:00 Prioritization in Product Development 46:35 Building a Culture of Collaboration 52:10 Celebrating Wins and Acknowledging Effort 57:30 Jeff's Book and Resources for Product Leaders 01:02:00 Lightning Questions with Jeff

Sara Gattoni shares her journey from being a mathematician and academic researcher to leading growth at tech companies. Known for her unique insight into data, Sara discusses the importance of balancing quantitative and qualitative data, her career transitions, and the role of data in product development. Key Topics Discussed: - Sara’s transition from academia to startups. - The role of quantitative and qualitative data in design. - How to avoid common traps when relying on data. - Strategies for designers to integrate data into their workflows. - Building a centralized data system at Localized. - The origin and significance of her nickname, "Data Witch." Takeaways: - Balance between data-driven and data-informed approaches is crucial. - Centralising data from various departments enhances accessibility and efficiency. - Designers should maintain qualitative insights alongside quantitative data. - Effective communication and collaboration between designers and data scientists are key to product success. Referenced Resources: - Airtable and Productboard for data management. - The importance of having a glossary for shared language within teams. - Use of AI tools to facilitate access to centralized data. Where to find Sara Gattoni: - LinkedIn: https://www.linkedin.com/in/sara-gattoni/ Referenced: - Outcome-driven innovation (ODI) as a framework. - Books: "Alice in Wonderland" for personal and product development insights. - "Atomic Habits" and "Ikigai" as recommended reads. Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/ IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/⁠ For inquiries about sponsoring the podcast, email ⁠hello@growthdesigncast.com

In this episode, we sit down with Ben Shih, Lead Growth Designer at Localize, to discuss all things user onboarding. Ben shares his journey into design and his current focus on growth design. Here are some Key Takeaways: - Growth design is about using data, experimentation and testing to optimize getting users to a product's core value as quickly as possible. It differs from core product design. - When analysing onboarding, look at both qualitative data (user feedback, observations) and quantitative data (drop-off points in funnels) to identify problems and opportunities. - Common onboarding mistakes include overusing tooltips, landing users on empty states with no guidance, and asking for payment before demonstrating value. - Personalisation is key in onboarding to match the user's needs and get them to the "aha moment" faster. - Advice for growing as a designer This episode is a must-listen for any designer, product manager or growth marketer looking to level up their user onboarding and drive better user retention. Resources: - ⁠Growth Design School Spring Cohort, use GROWTHDESIGNPOD10 to get 10% off - https://www.growthdesigners.co/school - ⁠Mobbin, get 20% off here - bit.ly/49dX8H6 —— Where to find Ben Shih LinkedIn: https://linkedin.com/in/hbshih Website: ⁠⁠https://bento.me/hbshih —— Where to find the Growth Design Podcast and co-hosts: - LinkedIn - https://www.linkedin.com/company/growth-design-podcast/ - ⁠Website - https://growthdesigncast.substack.com/ - ⁠Instagram - https://instagram.com/growthdesignpod - ⁠Emmanuel’s LinkedIn - https://www.linkedin.com/in/omoleemmanuel/ - ⁠IniOluwa’s LinkedIn - https://www.linkedin.com/in/inioluwa-abiodun/ —— Production by Damilola Ilesanmi - https://damilolailesanmi.com/

Meet Alicia Cressall, a Senior Growth Designer and Mentor at DesignLab. She joins us in The Growth Designer's Career Playbook to discuss her journey as a growth-first hire and how a designer can get started with product-led growth. ---- Here are a few highlights & areas we discussed. — Discovering & defining growth design as a first-hire — Building Trust & experimentation culture. — Lessons learnt as a growth designer — Getting comfortable with failure & experimentation. — PLG is putting data-driven design into practice — PLG thrives in a cross-collaborative working environment. — Common challenges designers face when designing for PLG. —— Resources: - ⁠Growth Design School Spring Cohort, use GROWTHDESIGNPOD10 to get 10% off - https://www.growthdesigners.co/school - ⁠Mobbin, get 20% off here - bit.ly/49dX8H6 —— —— Where to find Alicia LinkedIn: https://www.linkedin.com/in/alicia-cressall/ Website: ⁠aliciacressall.com ⁠ Twitter: https://twitter.com/aliciacressall —— Where to find the Growth Design Podcast and co-hosts: - LinkedIn - https://www.linkedin.com/company/growth-design-podcast/ - ⁠Website - https://growthdesigncast.substack.com/ - ⁠Instagram - https://instagram.com/growthdesignpod - ⁠Emmanuel’s LinkedIn - https://www.linkedin.com/in/omoleemmanuel/ - ⁠IniOluwa’s LinkedIn - https://www.linkedin.com/in/inioluwa-abiodun/ —— Production by Damilola Ilesanmi - https://damilolailesanmi.com/

Christian is a Product Designer with 15 years of experience designing both enterprise software and consumer products. Over the past 7 years, he’s focused on Growth roles and has helped different companies move key metrics through the power of Design. Christian believes in simple design, working closely with engineers, testing products often, and building relationships to help Design thrive. Throughout his career, he designed for many household names, including British Gas, KPMG, Uptime, DFS, McLaren, HSBC, and Google. Continuing our conversation on the series, “The Growth Design Career Playbook”, we discussed how to stay ahead in our design career. Here are some highlights from our conversation: — Continuous learning is crucial for staying ahead in your design career. — Building a strong professional network can open doors to new opportunities and collaborations. — Staying up to date with industry trends helps you stay relevant and adaptable in a fast-paced field. — The importance of taking on challenging projects to grow as a designer. — Setting clear goals and having a long-term vision can guide your career progression. — Effective communication skills are essential for collaborating with cross-functional teams. — Understanding the global design landscape can give you a competitive edge in the industry. --------- Where to find Christian Vasile - LinkedIn - https://www.linkedin.com/in/chrvasile/ - ⁠Website - christianvasile.com —— Where to find the Growth Design Podcast and co-hosts: - LinkedIn - https://www.linkedin.com/company/growth-design-podcast/ - ⁠Website - https://growthdesigncast.substack.com/ - ⁠Instagram - https://instagram.com/growthdesignpod - ⁠Emmanuel’s LinkedIn - https://www.linkedin.com/in/omoleemmanuel/ - ⁠IniOluwa’s LinkedIn - https://www.linkedin.com/in/inioluwa-abiodun/ —— Production by Damilola Ilesanmi - https://damilolailesanmi.com/

A Growth Product Designer from Rocket Homes shares insights on recognizing Growth Design opportunities in current roles. Topics include mindset shifts, evolution of growth design methodologies, resources for understanding user behavior, mentorship, design iterations, and future outlook. Casual discussion on favorite foods and movies is also included.