The Ledger, every show

“We decided to run a test In Hyderabad, India, where we said, let's let riders request their first ride without putting a credit card number in. In fact, we were told by our CEO not to run that test because he felt so strongly against it, but we had so much con…”

“We decided to run a test in Hyderabad, India, where we said, let's let riders request their first ride without putting a credit card number in. In fact, we were told by our CEO not to run that test because he felt so strongly against it, but we had so much con…”

“I think very few products have K-Factors above one these days. It's just a lot harder to get things to go viral these days.”

“Within I think within 24 hours, we had tagged tens of millions of people in photos. I think including Zuck, and then I heard the platform team shut it down shortly after that.”

“Most of the growth team at Facebook at the time was actually focused on friending, because we discovered at Facebook that friending was the number one driver of retention and engagement.”

“One of the engineers on our China growth team built a WeChat bot. WeChat's, you know, like a mess, the messaging app, or the Facebook of, sorry, the Facebook, and also the Internet of China, really. And so we built this WeChat bot, Where, as a driver, you coul…”

“Japan went from one of our slowest growing countries to one of our fastest growing countries. Shortly after that, we surpassed our local competitor in Japan.”

“By adding that little button in the rider app that said become a driver, suddenly we had as many new drivers signing up from that button as we did from all of our paid marketing efforts combined.”

“And in both of those cases, they had separate growth teams where the growth leader reported directly to the CEO. And these teams were structured cross-functionally.”

“So when Travis, the CEO of Uber was interviewing me, he actually gave me a challenge problem about Uber promo cards. And he just said, we have these promo cards. We haven't really figured out exactly how we're going to use these yet. Tell me how you would make…”

“Facebook was already at a size where retention and engagement were bigger drivers of the North Star metric MAUs than new user acquisition.”

“And Japan went from like our least viral country to our most viral country. But it was literally just a copy tweak to make people more comfortable with sharing what the product they were using with their friends.”

“We actually merged the product team and the growth team about a year ago at Uber for largely for those reasons. Especially as we started focusing more on engagement and retention within the growth team. And that's kind of what the core product team was working…”

“That grew to about twenty-five million registered users all through viral growth, no market”

“Well, so at Facebook, when I was there, the North Star metric was monthly active users.”

“Similarly at Uber, our North Star metric, in fact, one of the first things I did when I started the growth team at Uber was said to the team, we've got to come up with our North Star metric. We decided on, instead of something like monthly active riders, We sa…”

“And when I was at Facebook, I think the growth team was about, around 500 people or so.”

“In fact, all of analytics back then was part of the growth team.”

“Ultimately we decided on trips, weekly trips as the North Star metric, because for every trip to take place, you need, ah, riders and you need drivers. And so by having trips as that North Star metric, you could then break that down into the supply side and th…”

“So, Facebook, we didn't really do very much paid acquisition, but at Uber, we had an entire performance marketing team. Well, initially it was a one-person team, but ultimately became a team where we would actually spend money to acquire both riders and driver…”

“I launched that on Valentine's Day of 1999 at Harvard, and within one week, a quarter of all the students at Harvard had signed up for it.”