Growth hacking

concept, characteristics and methodology

Abstract

This article aims to present and analyze the concept of growth hacking, a strategic approach focused on accelerating business growth through continuous experimentation, data analysis, and creative solutions. The research is qualitative, descriptive, and documental in nature, based on a literature review that highlights the book Hacking Growth, by Sean Ellis and Morgan Brown, in addition to academic articles and specialized online content. The results indicate that growth hacking is a process composed of four main stages: data analysis, idea generation, experiment prioritization, and test execution. This methodology proves especially effective in digital environments and startups but can be applied to businesses of various sizes seeking innovation and scalability. Furthermore, the role of the growth hacker is discussed as a multidisciplinary professional, essential for implementing this growth-oriented mindset. The study concludes that growth hacking represents a modern and effective alternative for tackling competitiveness and digital transformation challenges in today’s market, being an increasingly relevant skill for professionals in technology and digital marketing fields.