Double is launching a book! 📘

And you can get your hands on it today—for free!

After over a year of production (and delays)…

We've finally launched our book on growth marketing! 🥳

You might have already been acquainted with our 38 maxims on growth marketing.
Today, that is expanded into a full book, for your enjoyment.

Inside you'll discover things like:

• Why the AARRR framework is broken (and what to use instead)

• Which channels we recommend you use, and why

• How you can use growth loops to compound your growth, and why compounding is so powerful

• What we think is broken about "growth hacking", and how to fix it

• When to focus on acquisition, and when to focus on retention or other metrics

• How to write ads that grab readers, and how to convert them afterward

• The dumbest mistake you're making, that limits your potential
  … and so much more!

It's about 150 pages of hard-won wisdom and practical pieces of advice.
Straight shooting, from people who have done this work for over a decade.

So, what does it cost, and where can you get it?

It's free!

You can find the full digital version online, right on our website:

Click here, to jump right in »

The book is conveniently broken down into 38 short chapters, each with one piece of growth marketing advice.

Let us know how you like it!

Here are the six most important ideas of the book:

1.) Systems, not hacks

Growth marketing is about unlocking structural, compounding growth. To acquire millions of users, marketing needs to become predictable, systematic, automated and repeatable. Forget about “hacks” and short-lived tactics, and instead focus on building the systems that drive sustained growth.

2.) Growth loops

Explosive growth comes from compounding. Compounding is enabled by a certain cycle that repeats over and over again: your acquisition system generates traffic and drives it into the sales funnel. The funnel turns cold traffic into new customers, where engagement and retention systems help the customer get as much value from the product as possible. A happy customer then generates three things: revenue, referral opportunities, and user-generated marketing assets.

Crucially, these things in turn feed your acquisition system again: revenue allows you to buy paid ads, referrals invite new users, and user-generated content can rank for SEO. That’s how growth loops work. Growth loops are the essence of modern growth marketing.

3.) Do more of what works

You don’t need to be visible on all channels, nor do all the tactics to make growth a success. In fact, quite the contrary: you need only one growth loop to work flawlessly to have a thriving business. Double down on what works, and cut the rest.

4.) Systems & stories

All the most sophisticated growth tactics in the world aren’t worth much if you haven’t got something interesting to say — systems alone aren't sufficient. You need to tell compelling stories to earn attention and inspire action. Luckily, we’ll show you how.

5.) Help people succeed

Despite the bad reputation of marketers, it’s quite possible to provide something of value to the world whilst simultaneously getting the word out about your products. By helping people see the world in a different light, marketers can make a positive difference to their audience, independently of whether they ever become a customer or not.

6.) Speed matters

As with anything in startups, you’re building the plane while flying. It’s important to shift your organisation to be as lean and agile as possible, and to find iterative and incremental ways to build towards your perfect user acquisition machine.

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Again, here's the link:

Open the digital book »

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Two small things:

• All feedback is much appreciated! (just reply here)

• Share widely, with anyone that you think might benefit!

Enjoy!

— Louise & Pieter