[Launch] I wrote a book on Growth Marketing

This Substack, is now a Book 🔥

Hi friends! 😍

So, I wrote a very small book - maybe an hour read? Despite being tiny, this thing took me 2 years to write and was only possible after learning lessons from spending $100M+ growing startups.

Introducing: Channels of Growth - A Growth Marketing Framework for Dominating Channel & Building Better Products

(Disclaimer: This is a beta launch! If you notice any errors my 5x editing process missed please email me. And if you love it, please leave a review. ❤️)

---

Why did I write a book?

When I was going through Y Combinator my experience of the program was being the dumbest person in the room. I’m not sure how I got accepted honestly, these people were all 10x smarter than me.

Despite this undeniable fact - I was constantly surprised by these brilliant founders who had created these incredible products, and couldn’t figure out how to make them grow.

So being one of the few “growth guys” in the room, they would ask me for help.

It blew my mind that they needed me because one of the secrets of Y Combinator is that it has done an incredible job consolidating all of the “right answers” into one place.

They tell you the books to buy, they give you lectures, they teach you how to take your product 0 - 1, hook you up with mentors to guide you along the way.

YC is basically a school on how to get to Product Market Fit.

… but then what?

There is a piece of tribal knowledge that is missing from the universe, a piece of knowledge that sparked this Substack & was a major component of 10’xing the growth of Rupa Health.

Here’s the obvious secret:

All users come from channels, this is the most eternal law of growth. It doesn't matter how incredible the product is, how strong the viral effects or the organic word-of-mouth referrals. Every user, that has ever used any product, has come from a channel.

Channels are simply the ways users discover product.

Our job as marketers, entrepreneurs, product managers, & engineers, isn't to fall victim to the trendy dogma of rejecting sales & marketing in favor of product led growth - but to combine these concepts, to deeply understand the channels that drive users towards our product & then optimize these channels to maximize growth.

If you're tired of the "either or" mentality that seems to dominate the conversation around paid vs organic growth, Channels of Growth lays out my personal Growth Marketing framework for dominating channel & building better products.

It's a short read (based on lessons learned from over $100M+ spent growing products) that I hope will make you a better marketer, product manager, and entrepreneur. 🚀