Peter Tucker is a media startup specialist, with two hits and two misses. Business number five is looking promising: he co-founded a series of digital events which upend the economics of conventional conferences, and enable faster and more effective content discovery and networking. He has worked in North America and Scandinavia and is currently based out of London. He graduated from Oxford University.
To you what is a Growth Hacker?
Someone who sees the opportunity in a situation.
Why do you Growth Hack?
I look around me and see unfinished business.
Are you currently Growth Hacking a company, project, app, or startup? If so give us a description and provide a link if you can.
We’re hacking an industry – applying internet principles of scale to the conference industry. Basically all but a few conferences are lumpy, spammy and really rather dull – with the occasional flash of serendipity. We don’t see why good conversations and learning should happen by accident. Our next event gathers over a 1000 tech founders with accelerators, incubators and investors – but the conversations happen by design. Sounds simple, but asymmetrical learning and networking was hard to work out at first.
Describe your typical day, what it looks like and how do you make it productive?
It’s just a numbers game, in terms of volume of effort. You have to work harder or smarter than the mean – preferably both – and you have to leverage a network. For me, this means – start early, read up and what’s happened overnight (the market, the organisation, the product); deal with colleagues’ roadblocks; and then from around 8 am I try to follow a makers schedule. This means dividing my work day in three – with the middle segment being allocated to team meetings and colleagues, and the rest of the day allocated to my own current projects. I allow for 30 minutes thinking time between each segment.
What is one habit of yours that makes you more productive as a Growth Hacker?
Walking around the office and talking to people – people tend to underestimate how much can be learned from just talking in an unstructured way with the amazing people/shit-heads around you.
What recent trend, marketing strategy, technique excites you the most right now?
Content (marketing) is noise; context is everything. We are willing to surrender so much information to platforms that remove friction – I think the logic of social selling, mobility and sensors is going to come together. Product/market fit will happen according to specific context-dependent triggers. This will prove to be great for innovators and incumbents, and a nightmare for everyone in between.
As an individual, what is the one thing you do over and over and recommend everyone else do?(This could be lifestyle habit, productivity, or some secret ninja tea made from a flower found only at the top of a mountain.)
Live in the future. Visualise where you’re headed, vividly describe what success looks like, and let momentum do the rest.
What is one Growth Hacking strategy that has helped you grow your most important metrics? Please explain how.
People need to shift their focus from activity to effectiveness; it’s about sales, not marketing; engagement, not eyeballs.
What is one pain point you have in the digital space that you wish someone could fix?
The internet is a bottomless treasure trove – but sometimes you need to turn your gaze away from all that possibility, and just focus on the next hard yard. So I’d sign up for a pair of digital blinkers. Hey, maybe that’s what OculusRift is for?
What is one Growth Hacking secret that you’re willing to give away to our readers?
In every situation ask for referrals; auto responders are your best friend.
What are 3 of your favourite marketing software, technology, or tools?
- SurveyMonkey – you need to know your market, and know that what you know is already out of date.
- LinkedIn – the social graph of people with money. Conversely, Twitter is a very poor marketing tool – too shallow.
- Google Spreadsheets – the numbers never lie, and the more people who can see the numbers the better they become.
What is the one book that you recommend our community should read and why?
‘Screw It, Let’s Do It’ by Richard Branson. Being growth-oriented is a mindset. Branson’s track record perfectly exemplifies waking up every day and saying “why not?”
What inspires and motivates you on a personal level to be successful?
Alimony. Just joking. Life is short – do something with the opportunity you’ve been given.
What people, or companies should up and coming Growth Hackers seek out and learn from? (include websites, blogs or Twitter profiles)
Airbnb – they were total no-hopers, and they iterated and iterated, and now they’re gold. No matter how shit things seem, there’s a way up and out if you look for it.
How can people connect with you? (Website Twitter, LinkedIn, Facebook, ext.)
Where are you located? City + state (if in U.S.) or city + country (if not in the U.S.)