Matias Koskinen
Matias designs and leads data-driven growth teams


Updates from the quest for finding the essence of growth

Why no one gives a damn what YOU do


No one gives a damn what YOU do. Everyone cares about what's in it for THEM. And even then, you should provide THEM with delightful experiences. You should provide THEM with unconditional service. You should provide THEM with guidance to reach their goals. See where the focus is? That's where the essence of growth is. It's all about THEM.

The above statement is the key takeaway from what I've been learning this month. I read about conversational marketing, behavioural psychology and customer service, amongst other things. But that's enough about me. Here's how you can reach the same conclusion.

Books read


Conversational Marketing
David Cancel and Dave Gerhardt

The book looks into how the shift from supply to demand has changed buying behaviour. Customer’s don’t care about what product they use and from who they buy. They care about service—about how they buy. The authors provide their perspective on using conversational marketing tools. Tools, that help to provide service throughout the customer journey. The book is almost bible-like material. It is not because the message comes through as an instruction manual for their product—a product that I use and love. Only time will tell how often I’ll return back to this book after I have set up our growth stack.


Robert B. Cialdini

I had thought about writing the following review even before reading the book. "The six principles of persuasion are useful. But they are so well known that I already knew all there was before even reading it. (2/5)" I was wrong. The book caught me by surprise. I learned a lot about the adverse effects of the principles. I also learned how to recognise and counter those strategies. Maybe these perspectives are something you need to level up your game?


How to Win Friends & Influence People
Dale Carnegie


Everyone should know this timeless classic. But how many do know all the 27 principles? I re-read the book for two reasons. First, my colleague rated the book as the best he has ever read. Second, the focus of my month has been to learn about service. The book did not let me down. I got so inspired that I started a project where I focus on one principle per week, for 27 weeks. I'm sure that the project will improve my ability to be of service. Do you dare to join me?


Zingerman’s Guide to Giving Great Service
Ari Weinzweig

Zingerman's community of businesses is widely praised for its service. The book introduces the principles behind the success: "we teach it, we define it, we live it, we measure it, and we reward it". Ari defines each of these areas with practical examples. He also shares other handy service tools.

I found it fascinating how many similarities there were with growth. Such as the mindset of experimentation and measurement. The book is a must-read for anyone who wants to improve their people skills, and for those who want to provide better service. It is important because service is one key source for competitive advantage these days. I will definitely get back to this book soon.


Gabriel Weinberg and Justin Mares


This book is one of my favourites. I re-read it to get inspiration for my current work challenges. You can see the original (and quite recent) review and other books I use almost daily here.


Favourite podcasts

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Matt Bilotti

How To Think About, Set & Track Product Metrics (Plus The Biggest Pitfalls To Avoid) with Reforge's Dan Wolchonok

Matt and Dan explore how to make organisations data-driven. They discuss when the change is appropriate and what are the first principles behind data-driven organisations.

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Marketing Swipe File
Dave Gerhardt

Here’s The Secret To Coming Up With The Best Content Ideas Of Your Career

Dave walks us through why reverse engineering is an excellent source for content ideas. He also lets us know how to do it. By the way, we have also created a reverse engineering guide at Growth Tribe. (4/5)

The Top Marketing Channel Most People Ignore (And How This Can Be Your #1 New Source Of Leads)

"No one cares about what you do." Dave argues that understanding the implications of the above statement will change a marketer's career. He also emphasises the importance of providing value and showing the impact you make. (5/5)

The Power Of Copywriting (And Two Tips To Help You Sell With Your Writing)

”If you master copywriting, you unlock a channel to sell by writing.” In this episode, Dave examines copywriting. He introduces us to a first line, second line -rule: the job of the first line of copy is to get the reader to read the second line of the copy. Likewise, the job of the second line of the copy is to get the reader to read the third line of the copy, and so on. (5/5)

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The Growth Hub Podcast

Edward Ford

Guillaume Cabane - VP of Growth at Drift - Building Drift's Growth Function + Crazy Experiments

I found the episode relatable because I'm currently on my first 100 days at Growth Tribe. It was interesting to hear how Guillaume handled his first 100 days at Drift. Also, I had similar feelings about finding my family from growth function. I'm not a developer. I'm not an analyst. I'm not an artist. Growth combines the best parts of the business, technology and creative industries — and that's where I shine. (5/5)

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Seeking Wisdom with David Cancel and Dave Gerhardt

28: How To Come Up With Better Ideas

David and Dave talk how reading is about reflection and unlocking things that you already know. Re-reading enforces our unconscious about the subject area. That’s why reading and reflecting — not memorising every word — is so essential. The episode also led me to the favourite quote of the month.

Quote of the month

Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.
— David Ogilvy

Useful tools


Notion is a great all-in-one workspace for planning and collaboration. We use it at Growth Tribe Finland as our internal database. I also found it great for collecting my swipe files. The best thing about Notion is its customisability.


Instapage is an excellent tool for making quality landing pages fast. I have reduced the time it takes to create landing pages to less than an hour. The tool has a similar feeling to building with Legos — create your blocks and build.

Grammarly and Hemingway Editor

I have used these two tools for years to check all my copywriting. Hemingway Editor is great for assessing readability. And Grammarly is great for grammar and other improvements.

A/B Testing Significance Calculator

Neil Patel has created this simple tool for calculating statistical significance. Use it to find whether your A/B test result is significant or not.

Practical articles

What is a swipe file? Copywriting guidance to swipe right for

This guide by William Baker is great to understand what is a swipe file and how to build one. The writing inspired me to create my database, and I’ve already collected hundreds of data points since then.

The Complete Guide to Deliberate Practice

Jason Shen illustrates how focused effort, consistent feedback, and expert guidance enable us to achieve incredible feats. I will explore my learning habits in a future post soon.