A Head of Growth is a
cross-functionally excellent executive who has a foot in each department and
designs the entire journey from value creation to retaining customers.
Growth hacking refers to strategies regarding the reach of a company. It may
involve new marketing initiatives, inventing disruptive products, designing
and implementing venturepeneurial or competitive disruption strategies,
alpha/beta testing, or experimental trials to discover what works and what
doesn’t. In this role, a head of growth is focused on scaling s/his company
as quickly and sustainably as possible.
Growth management is a twofold term. On one hand, a head of growth may be
responsible for managing other strategic planners, value innovators,
intrapreneurs, marketers, or freelancers. On the other hand, s/he will be
heavily involved in KPI measurement and other ROI metrics. A Head of Growth
keeps a finger on the pulse of growth initiatives and redesigns corporate
growth strategies accordingly.
Nurture is the act of nourishing; tender care; education; training.
Nurturing growth refers to the use of new or existing strategies that build
capabilities for growth, enhance motivation, retain customers, engage
customers as co-innovators, etc.
T-shaped Head of Growth: Generalist & Specialist
Usually, a Head of Growth is a ‘T’ shaped business executive who is
knowledgeable in many fields, but deeply skilled in accelerated business
A T-shaped Head of Growth is able to create a holistic growth strategy by
linking the core areas of cross-functional management with expertise in
A generalist can do a little bit of everything, can create a holistic
strategy and is capable of a leading a cross-functional rapid-growth team. A
rapid-growth specialist knows how to create disruptions and move with speed.
A specialist keeps up with new growth strategies and test-worthy trends that
Synergizing the Roles of a Generalist and a Specialist
There are endless ways to connect strategies, capabilities and skills
synergistically. Here are some of them:
•“Garden” and “Kitchen” stages of a brainstorming session – generate focused
ideas first and then synergize them (“cook a soup”).
• Synergize diversities – create synergistic cross-functional teams.
•“The Tree of Business” – taking a holistic view of a business venture and
designing it “from roots to fruits” by synergizing resources and
•Innovation portfolio – synergize strategically aligned radical and
incremental innovation projects.
•Synergize activities of value innovation, marketing and selling experts..