3 admirable principles that Drift embodies
This month's focus was on learning about how great growth organisations are designed. The most striking finding was the following three principles that Drift embodies.
Non-gated content — Let the content spread as far as possible. You don’t give your contact info when you enter a brick and mortar store. So why would you do so on the web?
Scale one person at a time — Scaling is as simple as “hand-to-hand" combat. The principle enforces focusing on the customer and has impacted how they have designed their organisation.
Talk to every customer — Everyone at Drift does support. And that’s everyone. Even I have had a short chat with David himself!
Here are the five books and four podcasts that will lead you to learn the same.
David Cancel and Dave Gerhardt
David and Dave discuss the importance of understanding that no one cares about your products. It is your job to articulate well what is the superpower that your clients get from using your products. The episode built well upon the last month’s focus.
There are so many things that Drift does so right. One of them is to have as much non-gated content as possible. Let it spread as far as conceivable. You don’t give your contact info when you enter a brick and mortar store. So why would you do so on the web?
Another great principle behind Drift's success is to scale one person at a time. They call it hand-to-hand combat, and it enforces focusing on their customers. The process combines both outbound and branding activities. There's also a lot of similarities to the insights in the "predictable revenue". The fact that they do not even try to attribute everything in their branding/inbound activities is also very significant perspective.
The third admirable principle that Drift embodies is that they talk to every customer. Everyone at Drift does support. Even I have had a short chat with David himself. There’s much to learn from Drift.