Growth hacking is failing most of us — because most of us don’t understand that what works for companies with a growing customer base doesn’t work for earlier-stage companies still looking for product-market fit; and vice versa. There are actually two very different types of growth hacking, and if you’re not using the right method, you could well sink your company. Take Andy Johns and Sean Ellis, for example. They’re two of the most highly regarded growth hackers in the world, and yet they’re completely different people who work in completely different ways. Their different approaches reflect why it’s so hard to define what a growth hacker is.

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