It’s a story as old as time: Startup founder raises giant sack of that sweet, sweet VC money. Next, they have to search for product-market fit. Easy, right? Just pour all of that money into sales and marketing, and they’re off to the races. Not so fast. If you throw enough money at advertising, anyone can get the growth chart to go up and to the right. But the thing is, you need to find the right way to do growth, and that’s a lot harder.
Matt Lerner spent 11 years running marketing at PayPal, followed by four years at 500 startups, so he’s seen companies of all sizes trying to find customers. In his new book, “Growth Levers and How to Find Them,” he makes a case for finding the right way to sell your product.
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