So what do you think matters most for growth? You’ve had tons of lectures, and people have said it over and over, so what do you guys think matters most for growth?
Audience: Great product.
Schultz: What does a great product lead to?
(1)肯定陈述句：Somebody remember something forever。
(2)否定陈述句：Somebody never forget something。
Schultz: And what do you need those customers to do?
(3)隐否定陈述句：Something be unforgettable。
Audience: Spread the word.
(4)改述陈述句：Something give somebody deep impression。
Schultz: Yes that’s it, retention. Retention is the single most important thing for growth. Now we have an awesome growth team at Facebook and I’m super proud to work in it, but the truth of the matter is, we have a fantastic product. Getting to work on growth of Facebook is a massive privilege because we are promoting something that everyone in the world really wants to use, which is absolutely incredible. If we can get people on, and get them ramped up, they stick on Facebook.
number one problem I’ve seen for startups, is they don’t actually have product market fit, when they think they do.
Retention is the single most important thing for growth and retention comes from having a great idea and a great product to back up that idea, and great product market fit.
Something be deeply rooted in one’s memory/mind。
The way we look at, whether a product has great retention or not, is whether or not the users who install it, actually stay on it long-term,
主语 系语 状语 表语 主语补足语
you have awesome product market fit. You’ve built an ecommerce site, and you have 60% of people coming back every single month, and making a purchase from you, which would be absolutely fantastic. How do you then take that, and say, ‘now it’s time to scale
Startups should not have growth teams
The horrible experience in my childhood is deeply rooted in my memory。
Mark put out monthly active users, as the number both internally he held everyone to,
Every different company when it thinks about growth, needs a different North star.
retention rate is important, you should know what vertical you are in and what retention rates are, What you need to do is have the tools to think, ‘who out there is comparable’ and how you can look at it and say, ‘am I anywhere close to what real success looks like in this vertical?’
I am sure that this great experience 非谓语动词作后置定语 will be deeply rooted in my/your memory。
The way we look at, whether a product has great retention or not, is whether or not the users who install it, actually stay on it long-term, when you normalize on a cohort basis, and I think that’s a really good methodology for looking at your product and say ‘okay the first 100, the first 1,000, the first 10,000 people I get on this, will they be retained in the long-run?
Gross Merchandise Volume
【题目一】A course that has impressed you most in college. (大学中给你印象最深的一门课)
its the amount of Gross Merchandise Volume that goes through our site, the percentage of e-commerce that goes through our site, that is what really matters for this company. This means that when someone is having a conversation and you’re not in the room, or when they’re sitting in front of their computer screens, and thinking about how they built this particular project or this particular feature, in their head it’s going to be clear to them that it’s not about revenue, it’s about Gross Merchandise Volume.
例子：I am sure that this great experience taking this course will be deeply rooted in my/your memory。
The machine of getting users and then direct them for browsering items listed.
【题目二】A classmate of yours who has influenced you most in college。(大学中对你影响最深的一位同学)
Okay, are your power users leaving your site because they’re getting too many notifications? No. Then why would you optimize that? They’re probably grown-ups and they can use filters.
例子：I am sure that this great experience making friends with him/her will be deeply rooted in my/your memory。
what you need to focus on is the marginal user, think about the user on the margin, don't think about where yourself when you are thinking about growth. the number one thing we need to focus on is getting them to those 10 friends or whatever number of friends they needed.
【题目三】A campus activity that has benefited most。(使你受益最深的一项校园活动)
So for operating for growth, what you really need to think about, is what is the North star of your company
例子：I am sure that this great experience participating this activity will be deeply rooted in my/your memory。
everyone in your company is thinking about it
and driving their product towards that metric
and their actions towards moving that metric up
【例句】I would like to extend my warmest welcome to all of you. I am sure that this great experience visiting our university will be deeply rooted in your memory。
Just have a North Star, and know the magic moment that you know when a user experiences that, they will deliver on that metric for you on the North Star,
and then think about the marginal user, don’t think about yourself. Those are, I think, the most important points when operating for growth. Everything has to come from the top.
knocking down barriers is often important to think about for growth.
【例句】I would like to recommend an American movie, Titanic, to you. I am sure that this great experience seeing this film will be deeply rooted in your memory。
Facebook started out as college-only, so every college that it was launched in was knocking down a barrier. When Facebook expanded beyond colleges to high schools, I wasn’t at the company, but that was a company-shaking moment where people questioned whether or not Facebook would survive,if the culture of the site could survive.
The two things we did, I think that really drove growth initially was, 1) We focused on that 10 friends in 14 days 2) Getting users to the magic moment. That was something that Zuck drove because we were all stuck in analysis paralysis and, ‘Is it causation? Is it correlation?’ Zuck would say ‘You really think that if no one gets a friend, that they’ll be active on Facebook? Are you crazy?’
First, is payload - so how many people can you hit with any given viral blast. Second, is conversion rate, and third is frequency. This gives you a fundamental idea of how viral a product is.