shaun ellis is the founder and ceo of growth hackers.com. he's also co-author of the new book, hacking growth, how today's's fastest growing companies drive fast-growing success. thanks for wiig here. before we start, define growth hacker for me. >> growth hacker or growth hacking is really about understanding the full customer journey. and doing testing across that entire customer journey and contrast that with the typical marketing which tends to be more externally focused. so growth hacking takes it to a level where it's focused on all levels of growth and having a team work together to test those levels. >> i want to go through urtips because it takes people on the journey. the first one you talk about is understand your must-have benefit. don't you think when most companies launch a product they understand that or no? >> it's surprising that a lot of companies, when they launch a product, they have an idea in mind of the value that people are going to get from the product, but when people actually use it, a lot of times they actually ge