Welcome to Growthmates. This is Kate Syuma, Growth advisor, previously Head of Growth Design at Miro. I’m building Growthmates as a place to connect with inspiring leaders to help you grow yourself and your product. Here you can learn how companies like Dropbox, Adobe, Canva, Loom and many more are building excellent products and growth culture. Get all episodes and a free playbook for Growth teams on our brand-new website — growthamtes.club, and press follow to support us on your favorite platforms.
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To celebrate the first Growthmates anniversary, we prepared a gift to our community — “The Holistic Playbook for Growth Teams”. It’s a reflection of industry trends, in-depth interviews with our guests, and insights gathered from a hundred companies. You can get this playbook for free on our new website → growthmates.club.
In this episode, I had the pleasure of speaking with Andrew Capland, Coach for Heads of Growth, previously Director of Growth at Wistia, and one of the most supportive people I’ve recently met in the advising community.
We explored some burning questions I recently used to survey 100 companies. I asked some of these questions to Andrew to get his wisdom.
By the end of this episode, you can learn about new rituals to introduce in your Growth teamwork, the most impactful experiment on pricing from Wistia, and more ways to uncover Growth opportunities if you feel stuck.
If you find this show valuable, please share it with a colleague or friend — it greatly supports our efforts to continue creating it for you. To receive all episodes directly in your inbox, subscribe to growthamtes.club
This episode is supported by Appcues — the platform that helps you design, deploy, and test captivating onboarding experiences.
Appcues created the Product Adoption Academy to help you level up your product adoption for free. Check out the template that I created to help companies uncover meaningful improvements. Find an example of Dropbox Onboarding inside and apply it to review any growth flows: appcues.com/growthmates
Key highlights from this episode:
Challenges in Product-Led Growth: We discussed key growth challenges with Andrew from the recent industry research I facilitated with 100+ companies. He shared a bunch of insights and his practical experience from Wistia and works with clients.
Building Growth Processes: A practical ritual Andrew recommends is "Full Story Fridays," where teams review user interactions to identify valuable improvements.
Driving Monetization: At Wistia, Andrew led pricing experimentation efforts, which involved diverse strategies to adjust pricing structures and packaging (listen more in a full episode).
Acquiring New Users (No Sign-Up Required): Andrew cites examples of products that have interactive versions on their websites, allowing potential users to engage with the product directly and enhancing the conversion rates dramatically .
Improving Activation and User Onboarding: To define the "aha" moment in user onboarding, Andrew suggests starting with qualitative insights from users who have recently engaged meaningfully with the product or upgraded.
and much more!
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Where to find Kate Syuma, Growth Advisor (ex-Miro):
Newsletter: katesyuma.substack.com
Where to find our guests:
Andrew Capland LinkedIn: https://www.linkedin.com/in/andrewcapland/
Andrew’s Newsletter “Delivering Value” on Substack
What we’ve covered in this episode:
00:00 Journey from Growth Leader to Growth Coach
08:49 Challenges and Successes in Product-Led Growth
15:10 Building Growth Processes for Success
25:38 Acquiring New Users and ICP
25:53 Improving Activation and User Onboarding
26:39 Navigating Growth Challenges: Defining Metrics and Research Methods
31:42 Uncovering Growth Opportunities: Strategies and Tools
36:41 The Role of Advisors and Consultants in Growth
39:47 Building Growth Processes and Driving Monetization
Resources Referenced:
“The Holistic Growth Playbook” with insights from 100+ companies, expert takes from Dropbox, Amplitude, Loom, and more: growthmates.club/playbook
"The Lean Startup" by Eric Ries: https://www.amazon.com/Lean-Startup-Entrepreneurs-Continuous-Innovation/dp/0307887898
"Crossing the Chasm" by Geoffrey A. Moore: https://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mainstream/dp/0060517123
"Hooked: How to Build Habit-Forming Products" by Nir Eyal: https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/1591847788
"Inspired: How To Create Products Customers Love" by Marty Cagan: https://www.amazon.com/Inspired-Create-Products-Customers-Love/dp/0981690408
Andrew’s Newsletter “Delivering Value” on Substack: media.deliveringvalue.co
Thank you for listening! Subscribe to the show on growthmates.club and get free playbook with frameworks and insights. If you find this valuable, please share it with your friends and colleagues, and subscribe to this show on your favourite platforms to get new episodes. Let’s keep growing together!
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Unpacking a New Growth Playbook with Andrew Capland (Growth Coach, ex-Wisia)