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Chapter 1 
DIGITAL DISRUPTION 
Gavin Heaton 
@servantofchaos 
disruptorshandbook.com 
#DigiTalks 
DIGITAL DISRUPTION: THRIVE THROUGH CHANGE 
Gavin Heaton @servantofchaos 
DisruptorsHandbook.com
AGENDA 
•Marketing innovation: How to think and act like a marketing-led startup to innovate your way to profitability 
•Metrics: The key metrics that give you insight, focus and control 
•Momentum: How focused action yields data and drives outcomes
PRESENT MUCH?
STAGE FRIGHT
Startups pitch a lot
SIR PITCH-A-LOT 
market ready pitch perfect
Digital Disruption: How to Thrive Through Change
WHO, WHAT, WIIFM
YOUR TURN 
2 minutes 
2 people
Better second time? 
Outgoing? 
A better story of ourselves
INNOVATING 
LISTENING 
ITERATING
V 1.0 
V 2.0 
V 3.0
DIGITAL DISRUPTION?
BETTER STRONGER FASTER 
DIGITAL DISRUPTION 
Competitive innovation that uses digital platforms, technology and business models to create new value
BETTER STRONGER FASTER 
DIGITAL DISRUPTION
DIGITAL DISRUPTION IS HAPPENING TO US ALL
INDUSTRY 
FROM 
TO 
Accounting 
Bookkeepers / accountants 
Xero 
Law 
Firm of lawyers 
LawPath 
Design 
Graphic design services 
99designs 
Transport 
Taxis 
Uber 
Accommodation 
Hotels 
Air BnB 
Education 
Schools / Uni 
Udemy, Coursera 
TV 
Broadcast 
YouTube 
News 
Newspapers 
Twitter 
Property 
Agents 
RealEstate.com.au 
Retail 
Department stores 
ASOS, The Iconic, Zara 
Celebrity 
Promoters 
Multichannel networks 
AND THE LIST GOES ON ...
Digital disruption in payment and lending markets could cost Australian banks $27 billion per year
Digital Disruption: How to Thrive Through Change
OMG #SNAPCASH
THIS ISN’T DISRUPTION
Competitive innovation that uses digital platforms, technology and business models to create new value 
DIGITAL DISRUPTION
LESSON 1 
TEST + LEARN FLEARN
FAIL FAST
The goal of the startup is not to fail but to learn.
FLEARN 
O’CLOCK
STEP 1: HYPOTHESIS 
Write it down 
Use as a basis for testing (and learning) 
Example: Adding recipient’s name to email subject line will improve open rates
STEP 2: TEST 
Prove or disprove 
Don’t have the luxury of focus groups 
Example: A/B test your newsletter
STEP 3: INTERATE 
Analytics and benchmarking help prove what works 
Example: Continue to experiment / pivot your test
USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT 
LESSON 2
ONE PAGE BUSINESS PLAN
GROWTH HACKING 
LESSON 3
BEST OF BREED HELL
DON’T NEED TO BUILD A TEAM, MANAGE VENDORS, CREATE A MARKETING PLAN
BUILT-IN MARKETING
SINGLE PREMISE 
“Growth is all important”
GROWTH 
o digital. 
G 
What can you turn into a digital product? What service can you push online? What process? Even if you have a hard product, what can you do with customer service or support?
GROWTH 
edistribute 
R 
The Growth Hacker doesn't have time to build supply chain or a route to market. You want to jump onto the back of something that is already happening.
GROWTH 
wn the code 
O 
Do you know what an API is? Visit CodeAcademy and spend a few hours doing a crash course on coding. You need to understand what works and what doesn't because unhappy customers find new products to love.
GROWTH 
eb analytics 
W 
Web analytics is not something you report on - it's what you use to make decisions.
GROWTH 
est the smallest thing 
T 
As I said before, this is about testing hypotheses. Be sure to write down what you are testing and then report back on it.
GROWTH 
ofstadter's Law 
H
GROWTH 
o digital. 
GROWTH 
edistribute 
eb analytics 
wn the code 
est the smallest thing 
ofstadter’s Law
METRICS 
“Insight. Focus. Control.”
WHAT’S ESSENTIAL? WHAT’S MERELY IMPORTANT?
METRICS 
ENGAGEMENT 
TRACTION 
MONETISATION 
Those lovely, fluffy numbers. Reach. Sharing. Mentions.
METRICS 
ENGAGEMENT 
TRACTION 
MONETISATION 
Those lovely, fluffy numbers. Reach. Sharing. Mentions. 
Harder. Size of community. Customers. Advocates. Subscribers. Maybe even NPS.
METRICS 
ENGAGEMENT 
TRACTION 
MONETISATION 
Those lovely, fluffy numbers. Reach. Sharing. Mentions. 
Harder. Size of community. Customers. Advocates. Subscribers. Maybe even NPS. 
Hard dollars. Cost of acquisition. Funnel metrics.
Commitment 
Acceptance 
Preparation 
I. Contact 
II. Awareness 
III. Understanding 
IV. Positive perception 
V. Installation 
VI. Adoption 
VII. Institutionalisation 
VIII. Internalisation 
Time 
COMMIT
http://www.theglueproject.com/
UNDERSTANDING USERS THROUGH DATA 
•Churn / cohort analysis 
•3-3-3 
•Persona / behaviour 
•Timing / automating communications
ALL THE DATA
DATA IS SEXY, BABY
MOMENTUM
STAGE 
DATA 
TOOLS 
ENGAGEMENT 
Likes, Engagement, Search ranking, SEO, inbound links, sharing 
Buffer, Swayy, CrowdBooster, WordPress, Trello, NLYZR, MOZ, Google Analytics, Canva, Adobe, Creative Cloud, UserTesting.com, Marketo, Act-On, Eloqua, HubSpot 
TRACTION 
Subs, Followers, Members, Trials, NPS 
MailChimp, Intercom, Salesforce, Nimble, Google Analytics, Domo, Percolate, Countly 
MONETISATION 
Revenue, CPA, Lifetime value 
Instapage, Optimizely, Stripe, PayPal, Google Analytics, KISSmetrics, Braintree, Shopify 
TOOLS AND AUTOMATION
START SMALL
MOVE FAST
QUESTIONS? 
@servantofchaos 
gavin@disruptorshandbook.com 
www.disruptorshandbook.com

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Digital Disruption: How to Thrive Through Change