Publisher's Synopsis
The biggest secret of the startup industry is that bad marketing is the #1 cause of startup failure. This secret exists because traditional marketing rewards creativity instead of logic. In FULL-SCALE, startup growth consultant and entrepreneur Anthony W. Richardson begins with a bold scientific premise: What if we could say with literal certainty that we are spending our money, time and resources on the marketing tasks that will have the greatest impact? What if we build a formula that measures directly against the causes of startup failure? What if the growth marketer is not only responsible for scaling a startup but also any items that would prevent growth? Growing a startup is easy when you start with a great framework. The methodology found in FULL-SCALE goes even further, beyond growth marketing, and demonstrates how the principles found within this book will also indicate when and how to make other big decisions like: feature development, hiring and firing, pivoting, fund raising, getting acquired and more. When marketing and data-driven growth runs the entire operation, the startup is moving at FULL-SCALE.
