Elena Verna is one of Silicon Valley’s most sought-after growth advisors and operators. She previously led growth at companies like Amplitude, Miro, Dropbox, and SurveyMonkey and is currently doing full-time advising for high-growth tech companies. In our conversation, Elena and I discuss:
• 10 growth tactics that never work
• Her 3 favorite growth frameworks
• How to increase your career optionality
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Find the transcript at: https://www.lennysnewsletter.com/p/10-growth-tactics-that-never-work-elena-verna
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Where to find Elena Verna:
• Newsletter: https://www.elenaverna.com/
• LinkedIn: https://www.linkedin.com/in/elenaverna
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Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• X: https://twitter.com/lennysan
• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/
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In this episode, we cover:
(00:00) Welcome back, Elena!
(06:02) Common mistakes growth teams make
(08:31) #1: Hiring for growth roles too soon
(15:09) #2: Hiring a head of growth to fix your problems
(19:20) #3: Doing a rebrand to drive growth
(25:11) #4: Obsessing over your competition
(34:00) #5: Believing that your problems are unique
(42:32) #6: Prioritizing other growth channels above earned channels
(50:55) #7: Failing to evolve your growth model
(01:01:06) #8: Not hiring advisors
(01:05:55) #9: Over-experimenting
(01:10:44) #10: Color optimizations, third-party signups, one-email wonders, and removing friction
(01:15:00) Elena’s favorite growth frameworks
(01:18:50) Contrarian corner: full-time jobs
(01:26:05) Lightning round and final thoughts
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Referenced:
• Elena Verna on how B2B growth is changing, product-led growth, product-led sales, why you should go freemium not trial, what features to make free, and much more: https://www.lennysnewsletter.com/p/elena-verna-on-why-every-company
• The ultimate guide to product-led sales | Elena Verna: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-product-led
• Six rules of hiring for growth: https://www.lennysnewsletter.com/p/hiring-growth
• Figma: https://www.figma.com/
• Miro: https://www.figma.com/
• Notion: https://www.figma.com/
• Carol Wong on LinkedIn: https://www.linkedin.com/in/carol-wong-14133927/
• Dropbox: https://www.dropbox.com/
• The Law of Shitty Clickthroughs: https://andrewchen.com/the-law-of-shitty-clickthroughs/
• Miroverse: https://miro.com/miroverse/
• GitHub: https://github.com/
• My 9 Favorite Growth Frameworks: https://www.elenaverna.com/p/my-9-favorite-growth-frameworks
• Growth Loops are the New Funnels: https://www.reforge.com/blog/growth-loops
• Racecar Growth Framework: https://www.reforge.com/blog/racecar-growth-framework
• The Adjacent User: https://andrewchen.com/the-adjacent-user-theory/
• Unorthodox frameworks for growing your product, career, and impact | Bangaly Kaba (YouTube, Instagram, Facebook, Instacart): https://www.lennysnewsletter.com/p/frameworks-for-growing-your-career-bangaly-kaba
• Why I’m Unquitting Full-Time Roles: https://www.elenaverna.com/p/why-im-unquitting-full-time-roles
• Noah Smith’s newsletter: https://www.noahpinion.blog/
• Beef on Netflix: https://www.netflix.com/title/81447461
• Veep on Max: https://www.max.com/shows/veep/37cb4217-c710-4166-8e9f-352a61f2cd3a
• The Last of Us on Max: https://www.max.com/shows/last-of-us/93ba22b1-833e-47ba-ae94-8ee7b9eefa9a
• Heated boots: https://www.amazon.com/heated-boots/s?k=heated+boots
• Airpods Max: https://www.apple.com/airpods-max/
• Memes by Elena: https://www.elenaverna.com/p/ten-funniest-growth-memes
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Recommended books:
• Project Hail Mary: https://www.amazon.com/Project-Hail-Mary-Andy-Weir/dp/0593135229/
• The Martian: https://www.amazon.com/Martian-Andy-Weir/dp/0553418025
• We Are Legion (Bobiverse #1): https://www.amazon.com/We-Are-Legion-Bob-Bobiverse/dp/1680680587
• Fire Upon the Deep: https://www.amazon.com/Fire-Upon-Deep-Zones-Thought/dp/0812515285
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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
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Lenny may be an investor in the companies discussed.