Must have products
While each of these companies traveled different paths to their current success, they share many things in common. The first, and most critical shared element is that they all have a highly valuable product that has become essential in their customer’s lives. In other words, they’ve all built ‘must—have’ products or built a large network to become ‘must—have’. This central fact cannot be understated. Without their must—have product experiences it is almost guaranteed that you would not be reading about them or even know who they are or were.(…) Beyond the share must-have nature of their product, each of these companies has used a deep understanding of their customer and a rigorous analytical approach to growth that enables them to be hyper—efficient in acquiring, retaining, and monetizing their customers. These insights yield unique customer acquisition strategies that highlight this new approach to thinking about growth.