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Growth isn’t about relying on the same playbooks or sticking to same strategies day in and day out.
It’s about testing, learning, and adapting — over and over again.
In this episode, Shubham Khoker, Head of Growth at TopMate.io, dives into why continuous experimentation is the lifeblood of a thriving growth strategy.
He sheds light on what many companies miss: growth isn’t just about scaling tactics that worked once; it’s about pivoting, iterating, and evolving with every new insight.
In today's episode, we cover:
Growth Sales vs. Traditional Sales – 00:07:15
Why Vanity Metrics Don’t Equal Growth – 00:25:15
Customer-Centric Experimentation and Insights – 00:40:30
Cross-Functional Collaboration and Its Role in Growth – 01:25:20
Key Takeaways on Growth Strategy – 01:42:30
Here are the Key Takeaways
Here are five key lessons that will help you break out of stagnant strategies and stay ahead of the curve:
1. Experimentation is Non-Negotiable
If you’re not experimenting, you’re not growing. Growth is not a “set-it-and-forget-it” role; it’s more like steering a ship in uncharted waters — you have to keep adjusting your course.
Here’s why:
Experiments keep your strategy flexible, allowing you to pivot with changing market demands.
Routine can be a growth killer. Testing new ideas regularly keeps teams agile and open to new opportunities.
2. Adapt Strategies for Different Stages
Growth isn’t one-size-fits-all; it’s a moving target. Tactics that drive results at the early stage may fall flat as a company scales. As your company evolves, your growth focus should shift too — from acquisition to optimization to expansion.
It is also important to recognize which tactics need to be ramped up and which can be trimmed as you grow.
3. Failures Teach More Than Wins
Every failure is a stepping stone. Shubham treats losses like a “goldmine of data” rather than setbacks because each unsuccessful experiment tells you what doesn’t work, helping refine future strategies.
4. Growth Sales Needs a Different Playbook
Growth sales is a different beast from traditional sales, where rigid processes can be limiting. Growth sales is about trying new angles and approaches instead of relying on old pitches.
Segment smartly: Test different audiences and outreach methods to find what lands.
Focus on flexibility: Growth sales calls for constant fine-tuning, letting teams capture leads with greater impact.
5. Target Real Engagement on Social Media
On platforms like Instagram, numbers are only part of the story. Shubham emphasizes quality over quantity. It’s not just about vanity metrics; engagement is where the real growth happens. Try various formats—Reels, stories, posts—and see what resonates.
Make sure your social efforts support your larger growth objectives, not just the follower count.
For more details, listen to the full episode now!
Referenced
Books
Growth Hacking by Sean Ellis — mentioned as one of the best books on growth strategies and experimentation.
Blitzscaling — recommended for understanding rapid growth and scaling techniques.
Blue Ocean Strategy — discussed for insights on creating uncontested market spaces and moving beyond traditional competition.
The Art of Strategy — highlighted for its approach to strategic thinking and competitive advantage.
Frameworks
First Principles Thinking — emphasized as a crucial approach for problem-solving and building effective strategies in growth.
The Eisenhower Matrix — for task prioritization, breaking tasks into four quadrants based on importance and urgency
AARRR (Pirate Metrics) — framework focusing on Acquisition, Activation, Retention, Referral, and Revenue to analyze and optimize customer journeys.
North Star Metric — single metric that best captures the core value your product delivers to customers, guiding growth efforts.
ICE Scoring Model — prioritization framework evaluating Impact, Confidence, and Ease to decide which growth experiments to pursue.
Paul Graham’s “Maker vs. Manager Schedule” — framework to distinguish between schedules that require deep focus (maker time) versus those with frequent meetings and administrative tasks (manager time).
Tools
Newsletters
GrowthHackers Newsletter: A curated collection of growth hacking articles, case studies, and discussions.
Product-Led Growth Collective: Insights and strategies on product-led growth from industry experts.
Where to find Shubham
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Hello India! 🇮🇳
Shout out to my Product Growth fam in India!
I'm visiting India from 16th November to 23rd November, covering all the major Tech cities. It's going to be unlike any trip I've done before.
Delhi: 11/16-11/19
Bangalore: 11/19-11/22
Mumbai: 11/23
With events almost everyday.
Stay tuned for all the events details arriving shortly on my LinkedIn and X.
Looking forward to see you all!
Up Next
We have some great podcasts coming from Henry Schuck, Vineeth Madhusudanan, and Aaron Dinin. I’m so excited to share them with all of you.
In the newsletter, check out this week’s latest piece if you haven’t yet: How to Rock the Team Matching Process.
And look out for these pieces up next:
Session Replays: The Missing Link Between Product Development and Customer Success
How Sprig Grows
The Product Strategy Interview Revisited
I think you’re going to love what’s coming up,
Aakash
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