Growth is a habit before it’s a result.
The “mad” half of the name gets most of the attention. The “growth” half matters more. It means two things here: a way of working, and the measurable outcome that way of working produces.
First, a mindset.
Psychologists call it a growth mindset: the belief that ability is built through effort and learning. Its opposite is a fixed mindset, where what you know is what you know.
For me it means never getting comfortable with what I already know.
Digital marketing punishes complacency faster than most fields. The tools I learned on have been replaced several times over. Analytics platforms have been rebuilt, cookies are disappearing, and AI is now rewriting how people search and how campaigns get made. Anyone still working from what they knew five years ago is working from a map of a different place.
So I treat every one of those changes as something to learn properly and early. It’s why server-side tracking, AI search and AI-assisted production are on this site: each was a new challenge I chose to meet head on.
Fixed, or growing.
The difference shows up in small, everyday decisions about how marketing gets run.
“This is how we’ve always done it.”
What worked last year is a starting point, and it gets tested again.
Skills are something you have.
Skills are something you keep building, or they go stale.
A failed campaign is someone’s fault.
A failed test is information you paid for, so use it.
New platforms and tools are a threat.
New platforms and tools are the next thing to learn properly.
Being wrong is to be avoided.
Being wrong early is cheaper than being wrong at scale.
Then, a result you can count.
Growth marketing is that mindset applied to a business objective. The aim is quantifiable growth in something that matters: enquiries, customers, revenue. It runs as a loop.
Set the objective
A number the business cares about: leads, sales, revenue or cost per customer. Agreed before any work starts.
Measure honestly
Tracking that counts real outcomes, so progress can’t be argued with.
Test
Channels, audiences, messages and pages changed on purpose, one question at a time.
Learn
Keep what moved the number. Drop what didn’t, however much anyone liked it.
Scale
Put more budget behind what’s proven, then go round again.
You can’t run tests if you need to be right.
That’s the link between the two meanings. Testing only works when you’re willing to find out your favourite idea was the weak one. A fixed mindset protects the plan. A growth mindset protects the result.
What it means when we work together.
Targets are set as numbers, and reported against honestly.
You’ll hear “I don’t know yet, let’s test it” when that’s the truth.
What I recommend this year may differ from last year, and I’ll explain why.
Your team learns as we go, so the capability stays with you.
Ready to grow on purpose?
Tell me the number you want to move and where it sits today. I’ll tell you what I’d test first.