Thursday, May 17, 2012

Hypergrowth: Framework and tools for igniting triple-digit growth at any company

If you're not growing, you're dying. And if you're not growing extraordinarily fast, you are missing the full exhilaration of life. At least, that's my mantra. Since 2000, when I started my business, I've played with speed. It's incredibly rewarding pushing the limits of what most people believe is possible while using limited resources. But it's not for everyone. The book, "Now, Discover Your Strengths," calls it always living with a "whisper of discontent."

I'm Dan Roitman, an entrepreneur unlike any other. I've never invented a thing. I don't produce or even own products. I'm not some computer-programming whiz kid. My success started in a dorm room at the University of Maryland, and led me to build a $40 million business that grew an astounding 135 percent last year.

Over the past decade, the company I founded, Stroll, has transformed an all-but-forgotten language learning system into the second best-selling product of its kind. That product, the Pimsleur Approach, is second in the market only to Rosetta Stone, a publicly traded company that I guarantee you've heard of.

But whether you've heard of the Pimsleur Approach or not, I'm sure you've never heard of Stroll. We are that secret sauce, the "Intel Inside," that has allowed the Pimsleur Approach to steal more than $40 million of market share from Rosetta Stone, despite the fact that the company has a worldwide footprint. It has more money, employees, exposure, and awareness than Stroll, but we're nipping at their heels.

We have done it quietly, adhering to a business principle that sounds simple in concept, but is very difficult in application. In fact, it's the inverse of the old cliché, "death by a million paper cuts." Rather, Stroll's success is the story of a million little enhancements, made daily, hourly, minute-by-minute, that compound over time and result in a highly effective marketing and management platform.

We term it optimization. Simply put, optimization is the culmination of the 500 business books I've read over the past 10 years. I've dissected and applied the wisdom and advice contained in those books to a direct response business that, well, operates with the systems and processes that any Fortune 500 company would envy.

In that respect, Hypergrowth will serve as the MBA for the real world; an examination of the principles, philosophies, and management know-how that propels lightning-fast growth for any organization.

Through my posts, I'll introduce you to a hand-picked staff of professionals, all of whom share my passion for optimization, analytics, and advanced Internet marketing. And I'll draw insights from those 500 books and from a posse of thought leaders whom I've befriended over the years.

Early in my career, they adopted me due to my willingness to accept their insights and apply them liberally to my business, which is my real motivation for creating this blog. The truth is, there are no secrets to supercharging the growth of a business or a product.

Many of the tactics have been well-honed, by Stroll and others. What's rationalized our business, though, is our obsession with those tactics and a fanatical devotion to constant improvement -- small incremental changes that yield huge lift and loft, day after day, week after week, year after year.

So, welcome to the journey. You're in for a phenomenal ride. Hypergrowth intends to smash your assumptions and break limitations. It should be fun.

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