Update Lecture06.md

Lecture06.md

@@ -53,7 +53,11 @@ Retention is the single most important thing for growth and retention comes from
 
 So now, how do you attack operating for growth? Let’s say you have awesome product market fit. You’ve built an ecommerce site, and you have 60% of people coming back every single month, and making a purchase from you, which would be absolutely fantastic. How do you then take that, and say, ‘now it’s time to scale.’ (Now it’s time to execute was the last thing on your forum right? *to moderator*.) That’s where I think growth teams come in.
 
-My contrarian viewpoint is, if you're a startup, you shouldn't have a growth team. Startups should not have growth teams. The whole company should be the growth team. The CEO should be the head of growth. You need someone to set a North star for you about where the company wants to go, and that person needs to be the person leading the company, from my opinion, that's what I've seen. Mark is a fantastic example of that. Back when Facebook started, a lot of people were putting out their registered user numbers. Right? You'd see you registered user numbers for MySpace, you'd see a registered user numbers for ___11:38, you'd see registered user numbers. Mark put out monthly active users, as the number both internally he held everyone to, and said we need everyone on Facebook, but that means everyone active on Facebook, not everyone signed up on Facebook, so monthly active people was the number internally, and it was also the number he published externally. It was the number he made the whole world hold Facebook to, as a number that we cared about. If you look at what Jan has done with WhatsApp I think that's another great example. He always published sends numbers.
+My contrarian viewpoint is, if you're a startup, you shouldn't have a growth team. Startups should not have growth teams. The whole company should be the growth team. The CEO should be the head of growth. You need someone to set a North star for you about where the company wants to go, and that person needs to be the person leading the company, from my opinion, that's what I've seen. 
+
+
+
+Mark is a fantastic example of that. Back when Facebook started, a lot of people were putting out their registered user numbers. Right? You'd see you registered user numbers for MySpace, you'd see a registered user numbers for ___11:38, you'd see registered user numbers. Mark put out monthly active users, as the number both internally he held everyone to, and said we need everyone on Facebook, but that means everyone active on Facebook, not everyone signed up on Facebook, so monthly active people was the number internally, and it was also the number he published externally. It was the number he made the whole world hold Facebook to, as a number that we cared about. If you look at what Jan has done with WhatsApp I think that's another great example. He always published sends numbers.
 
 If you’re a messaging application, sends is probably the single most important number. If people use you once a day, maybe that’s great, but you’re not really their primary messaging mechanism, so Jan published the sends number. Inside Airbnb, they talk about ‘nights booked’ and also published that in all of the infographics you see in side TechCrunch. They always benchmark themselves against how many nights booked they have compared to the largest hotel chains in the world. They have at each of these companies, a different north star. The north star doesn’t have to be the number of active users for every different vertical. For eBay, it was gross merchandise volume. How much stuff did people actually buy through eBay? Everyone externally tends to judge eBay based on revenue. Actually, Benedict Evans has done this amazing breakdown of Amazon's business, which is really interesting to look at their marketplace business versus their direct business. So eBay is all marketplace business, right? So eBay's being judged by its revenue, when it actually has 10 times Gross Merchandise Volume going through the site. That was the number that eBay looked at when I was working there. Every different company when it thinks about growth, needs a different North star; however, when you are operating for growth it is critical that you have that North star, and you define as a leader.