One of the best examinations of why one should be wary of “growth hacking” from a broader organizational and product standpoint.
Just because we use technical tools and platforms to spread marketing campaigns, doesn’t mean we have replaced human product attachment and interest with an algorithm. Last time I checked, we are still human. We have feelings and we like to feel emotionally attached to products. We like stories around why they are meaningful and make our lives better. We like personal narratives that impact our professional lives. This is marketing. It isn’t software development. Without the latter, we wouldn’t have the former. Both are key and they have their respective places in a business.
Neither of them, however, are a hack.
Why I insist on avoiding the term “Growth Hacking” as much as I avoid the term “Data Science”….
New disciplines created by the intersection of multiple other disciplines in today’s world need time to mature and to evolve, not destroy, what came before.