The age of Waterfall and Agile is over. Why? Because those methodologies leave out the most crucial resource your company has: customers. When it comes to building a great product, a great team, and a great brand, relying solely on the ideas of internal stakeholders will get you nowhere. The key to achieving HYPERGROWTH is to always be listening to — and communicating with — your customers. The key is being customer-driven.
Today, there’s no excuse for not communicating with customers on a daily basis. Messaging has exploded, new generations are focused on 1:1 communication by default, and artificial intelligence is finally coming so we can deliver 1:1 at scale. So why would you build a product, or a company, without leaning into the advantages of that ecosystem?
In his new book, HYPERGROWTH, serial entrepeneur and Drift co-founder/CEO David Cancel shares a modern approach for building products and structuring teams that makes customer communication a central priority. The book tells the story of how Cancel’s customer-driven approach started out as a test with a product team (Performable), transformed an entire organization (HubSpot), and sparked a new movement (Drift).
David Cancel is one of the best when it comes to building products that customers love. And now he’s sharing his wisdom and writing the book explaining how he does it. This is a must read for any entrepreneur or business owner.
Senior Lecturer, Harvard Business School,Former SVP of Sale and Services at HubSpot
When it comes to building business software, there’s no one better than David Cancel, and I saw first-hand how his customer-driven approach to building products made an impact at HubSpot. I’m glad he’s finally putting all of his insight in one place.
CMO, Cybereason / Former CMO, Hubspot