shawn ellis is the founder and ceo of growth hackers.com.author of the new book "hacking growth." how today's fastest-growing companies drive break-out success. good to see you. before we start, just define growth hacker for me. >> yes so 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, just on customer acquisition and channels. so growth hacking takes it to a level where it's focussed on all of the levers of growth and effectively having a team work together to test across those levers. >> i want to go through some of your tips. it takes people on this journey. the first one you talk about is understand your must-have benefit. don't you think when most companies launch a product or start, they understand that? or no. >> no, it's surprising that a lot of companies, when they launch a product, they have, an idea in mind of the value of the people are going to get