????本文為與《創(chuàng)業(yè)者》雜志（Entrepreneur）的合作內(nèi)容，最初發(fā)表于Entrepreneur.com。

????在最新著作《Growth Hacker Marketing》中，賴安?霍利迪探討了傳統(tǒng)的預(yù)算高昂的營(yíng)銷部門如何被更高效的小團(tuán)隊(duì)（有時(shí)甚至是個(gè)人）取代，后者正利用一些可追蹤和可衡量的工具來(lái)使企業(yè)得到增長(zhǎng)。

????而且整個(gè)過(guò)程通常不用花一分錢。這些人被稱為growth hacker，已經(jīng)幫助Facebook、Dropbox和AppSumo等公司實(shí)現(xiàn)了“從0到100”的快速增長(zhǎng)。

????安德魯?陳于2010年將growth hacker描述為“營(yíng)銷人員和程序員的綜合體，針對(duì)‘我如何給自己的產(chǎn)品帶來(lái)客戶？’這一傳統(tǒng)問(wèn)題，他們采用A/B組測(cè)試、登陸頁(yè)、病毒性傳播因子、電子郵件營(yíng)銷以及開(kāi)放圖譜（Open Graph）等手段來(lái)尋找答案。

????從本質(zhì)上來(lái)說(shuō)，growth hacker創(chuàng)造性地使用各種營(yíng)銷和分析工具，幫助初創(chuàng)企業(yè)以極低成本甚至零成本獲得牽引力、用戶以及曝光。這是游擊隊(duì)式營(yíng)銷與當(dāng)今的技術(shù)工具結(jié)合的產(chǎn)物。

????霍利迪詳述了Evernote初期的情況，當(dāng)時(shí)，這家年輕的公司決定繞開(kāi)傳統(tǒng)的營(yíng)銷和廣告方式，將所有精力和資源都集中到打造一款人們一來(lái)就會(huì)愛(ài)上的產(chǎn)品上。

????Evernote首席執(zhí)行官菲爾?利賓在賴安的書(shū)中表示：“只有一心想著做出最棒產(chǎn)品的人，才可能做出最棒的產(chǎn)品?！?/p>

????如果產(chǎn)品過(guò)硬，那么其營(yíng)銷和廣告將毫不費(fèi)力，而且很可能成本相對(duì)較低（甚至是零成本）。當(dāng)然，如果產(chǎn)品本身不行，就算在超級(jí)碗（Super Bowl）或世界杯（World Cup）上一擲千金做推廣也無(wú)濟(jì)于事，最多也就是令產(chǎn)品茍延殘喘一陣。

????我剛搬到硅谷時(shí)，經(jīng)常有人建議我努力打造個(gè)人品牌，即以某種方式營(yíng)銷或宣傳自己。這似乎有些奇怪，因?yàn)楫?dāng)時(shí)我剛開(kāi)始到導(dǎo)航應(yīng)用公司W(wǎng)aze工作，什么都還沒(méi)做。

????但那些博客、聚會(huì)、連續(xù)創(chuàng)業(yè)者都反復(fù)強(qiáng)調(diào)，個(gè)人品牌十分重要。他們本應(yīng)該告訴我（我現(xiàn)在要告訴諸位）的是，作為一名新員工，腳踏實(shí)地、努力工作十分重要。

????現(xiàn)在回頭來(lái)看，“注重個(gè)人品牌”是我至今得到的最糟糕的建議。這個(gè)建議使我開(kāi)始考慮其他的事情，而不是做出最棒的產(chǎn)品以及全力投入工作。

????我當(dāng)時(shí)以為，通過(guò)以某種方式策劃并提升自身形象，我就能更快的增加曝光度、提高個(gè)人聲譽(yù)。

????This post is in partnership with Entrepreneur. The article below was originally published at Entrepreneur.com.

????In his recent book, Growth Hacker Marketing, Ryan Holiday explored how traditional big-budget marketing is being replaced by more effective small teams (and sometimes individuals) who are using trackable and scalable tools to grow companies.

????And usually it’s done without spending a dime. They’re called growth hackers, and they’ve helped companies like Facebook, Dropbox and AppSumo go from “0 to 100” real quick.

????Andrew Chen, who adopted the term in 2010, described growth hackers as “a hybrid of marketer and coder, one who looks at the traditional question of ‘How do I get customers for my product?’ and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph.”

????Essentially growth hackers use tools in creative thinking, marketing and analysis to help startups gain traction, users and exposure at very low or no cost. Think of guerrilla marketing with today’s technological tools.

????Holiday recounts the early days of Evernote, when the young company decided to bypass traditional marketing and advertising and instead focused all its attention and resources on building a product that people would come to love.

????As Evernote CEO Phil Libin said via Ryan’s book,“People [who are] thinking about things other than making the best product never make the best product.”

????If the product is good, then its marketing and advertising will be easy to accomplish and probably at a relative lower cost (or no cost). Of course, if it’s a horrible product, millions spent at the Super Bowl or World Cup won’t help sway users. That marketing push will just prolong the inevitable.

????When I first moved to Silicon Valley, I consistently received advice to work on my personal brand — that is, to market and advertise myself in a certain way. At first it seemed odd since I had just started working at Waze and hadn’t actually done anything.

????But the blogs, the meetups, the serial entrepreneurs all reiterated how important a personal brand was. What they should have told me — and what I’m now sharing — is the importance keeping my head down as a new employee and putting in work.

????As I now look back, focusing on a personal brand was the worst piece of advice I ever got. In effect, I began thinking about things other than making the best product or doing my best work.

????I thought that by curating and growing my image in a certain way I would gain more exposure and grow my reputation at a faster rate.