Dr. Carol Dweck, a leading American psychologist, coined the term “growth mindset” a few decades ago. This is how she defines a growth mindset: In a growth mindset, people believe that their most basic abilities can be developed through dedication and hard work — brains and talent are just the starting point. One of the defining characteristics of a growth mindset is being prepared to take appropriate risks knowing that some risks won’t work out.
I moulded myself into a growth marketer after a couple years in digital marketing, which led me to being hired as a growth lead at a UK fintech startup Loop which eventually made a multi-million exit. Here are my key learnings from that experience which I swear by and keep instilling in Solid Water as part of our culture.
Businesses exist for more than just hitting KPIs, producing engaging content, creating presentations, developing strategies, or running advertising campaigns — they're fundamentally about serving people.
This is why understanding your customer is crucial to business growth. If you're looking to boost sales through Instagram, consider who visits your profile and when, so that your content and navigation could meet their needs. To increase enquiries on your website, think about what information your potential customers look for and what might be deterring them (or, even better, gather insights through interviews or surveys directly from your customers).
Sometimes we become too absorbed in our work, losing sight of how the customer sees the funnel — and missing growth opportunities, doing something just because it has to be done or because we (and NOT the customer!) think it’s important. The entire team should adopt the customer's viewpoint, understanding how each of their daily tasks affects the customer experience (hello, North Star metrics!).