Forbes:

One cites this category as (Un)Earned Media due to the fact that while this piece is technically unearned - the Growth Team I helmed earned it. Sincerely. This was our first initiative, and where I discovered my professional prolaris: ‘insight is quantifiable.’ By leveraging quality, unbiased data - we found the following success in 2Qs:

Countless Hours of Team Effort
$30M+ of Additional Creator Impact
~$2M+ of Growth Hacked Revenue
9x Customer Acquisition
~2x Revenue
1 Skunkworks*

This piece in Forbes is more than a perfunctory PR placement - if the work we did during the Skunkworks was us planting a flag, then this is our edict of validation. This was our coming out party.

tl;dr - what made this strategic initiative successful? If one may quote Pasteur: “luck favors the prepared mind.” This team and I knew exactly how to get the most out of every opportunity; a practice I’ll apply always.

*Note:
Croll and Yoskovitz use Skunkworks in ‘Lean Analytics’ to refer to their Growth Team. We independently arrived at it for largely the same reasons.