Founders often hear “hacking” and focus on developing a great growth hack. The reality of driving sustainable growth is that It’s about building, understanding, and then improving the value growth engine. My intention when I coined the term growth hacking was to refer to experimenting with ways to accelerate the growth engine. This generally requires a deep understanding of the people that use your product and what prevents them from experiencing its full value. It’s much more of a problem-solving process than magic tricks or interchangeable hacks.