Lenny Rachitsky: commitment

Transcript context

…How I see most companies started is the founder or the leadership team realize that they need to do PLG. And they build a conviction. Maybe initially there isn't even a dedicated team, but they did something here and there, they decided to invest in this. And the common place to start is to hire a head of growth, or it can be a lead growth PM, but someone who has a little bit of experience in this area. And then they begin to build this core growth squad as the first growth team. And I think that's a very common place to start. The other place to start that's less common, but I also think it happening in reality, is maybe they will start a cross-functional, almost like a tiger team. Because if the initial focus area is, let's say, they want to do a product qualified lead, or basically add that funnel. That involves not only product team, that will involve data team because you want to know what are the usage pattern that indicate these is better leads. You also need to bring sales team in because they need to work on those leads to close them. So if that's the initial starting area, a cross-functional tiger team is also possible option. But the most common way is hire a head of growth, usually a growth PM, and then start a team with engineering, design, data to support that core growth squad. And the main difference between these two. One is dedicated, "We are going to dedicate full-time people to helping us grow. " Like I say we talked about earlier, let's say they're going to focus on activation and that's their whole job. Versus tiger team is basically they're borrowing resources from other teams and this is kind of a side project for them. Yeah. A little bit, for a period of time. So it's temporary. It's kind of they almost to want to get into... I would say usually the cross-functional team, the tiger team, is a little bit prior to a full commitment. They're pretty much committed, but they still want to try this out and get a final conviction, and then they begin to dedicate resources. And you ask about how do they evolve from there.…

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