Hannah Parvaz is a thought leader I admire. We first connected through GrowthMentor, and I've been following her founder journey growing Aperture as they collect awards and expand their client base. We got together for breakfast on a sunny morning last August and captured our common thoughts and inspirations on camera.
Here are some of the highlights from our conversation:
The main thing growing her business, Aperture, a full-service growth partner that works with companies making positive change.
Hannah shared her creative-first approach to experimentation, which reminds me of Mike Taylor's memetic take. For Aperture, it's about extensive customer research, ideation, and controlled testing to identify effective marketing creatives.
The value of having a growth-focused mindset and experimentation process, even for early-stage companies, while cautioning against starting a dedicated growth team too early without a clear product-market fit.
The parallels between building a successful business and developing skills through practice, a.k.a. getting reps, and drawing examples from Hannah's background in the music industry.
Hannah recommends
While sharing her experience with customer conversations, Hannah suggests The Mom Test as a must-read, and we agree. It is a short read every Product Person should go through, and we have a short summary of what we liked the most about it here.
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