Why Now / Growth Units (Books)

"Two books on startup strategy — 'Why Now' explores how timing creates great products, and 'Growth Units' provides a framework for understanding growth — both based on years of startup experience."
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Maker: paulorlando
no rev. info provided

Marketing Channels

Primary

Amazon

Both books sold on Amazon, leveraging its built-in discovery and recommendation engine

Secondary

Hacker News

Shared in the annual Show HN projects thread, targeting a startup-savvy audience

Ongoing

Startup experience/network

Books are based on work done in/with startups, suggesting an existing professional network for promotion

Growth Levers

  • Cross-promote between the two books — readers of one are likely interested in the other
  • Build a newsletter or blog expanding on book themes to drive ongoing interest and sales
  • Pursue podcast appearances on startup and product management shows
  • Offer bulk or corporate licensing for startup accelerators and business schools
  • Create companion content (worksheets, frameworks, templates) to add value and drive word-of-mouth
  • Solicit and feature Amazon reviews to improve discoverability and social proof

First Customer Strategy

Leveraged years of hands-on startup experience as credibility to write and publish two books on Amazon. The HN community and existing professional network in the startup ecosystem likely provided the initial reader base.

Pricing Insight

No specific pricing mentioned. Books are sold on Amazon at standard book pricing. Two separate products allow cross-selling between titles.

Key Takeaways

  • • Books based on real startup experience carry inherent credibility in the HN/startup community
  • • Amazon provides a low-friction distribution channel for self-published or indie-published authors
  • • Having multiple complementary products (two books) enables cross-selling and increases lifetime reader value
  • • Publishing is a viable side project that can generate passive income from accumulated expertise

Sentiment Analysis

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