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Full Description
You've built a great product—now what?
The brutal truth: most startups and scale-ups don't fail because of bad products. They fail because they never figure out how to grow fast—and profitably. Some chase market share at all costs, burning cash on customers who won't pay enough to sustain the business. Others over-monetize too soon, pushing away the customers they need to reach scale. Still others obsess over customer loyalty, missing larger markets and monetization potential. And then there are those who assume a great product will sell itself, only to realize too late that pricing, packaging, positioning and value selling matter just as much.
The true winners take a different approach. They adopt a Profitable Growth Mindset, refusing to choose between market expansion and monetization—instead, they dominate both. Instead of relying on instinct or momentum, they architect growth with precision, making every move count towards building enduring value.
In this highly-anticipated sequel to Monetizing Innovation, Madhavan Ramanujam and Eddie Hartman unveil a battle-tested playbook for architecting profitable growth. Drawing from their experience advising over 400 companies—including 50+ unicorns—the authors dissect both legendary successes and costly failures. Packed with real-world case studies, hard-hitting insights, and nine breakthrough strategies, Scaling Innovation reveals how founders, executives, and investors need to navigate the critical transition from product-market fit to building an enduring, high-value business.
If you want to scale smartly, outmaneuver competition, and unlock exponential revenue, this book will show you how.
Inside, you'll learn:
Why the "single-engine strategy" dooms so many businesses—and how to avoid it
How to create outcome and usage-based monetization models
The secrets to mastering value messaging—and getting customers to pay what you're worth
Mastering sales negotiations—"give and get" strategies to close faster, better and more often
How to stop churn before it happens, maximize upsells, and handle price increases with confidence
The essential tactics for balancing market share and wallet share—without losing momentum
If Monetizing Innovation taught you how to build a great product, Scaling Innovation will teach you how to build a great business—one that thrives, scales, and creates real enterprise value.
Read it. Apply it. Build something that lasts.
Contents
Foreword xiii
Acknowledgments xv
Introduction: From a Great Product to a Great Business 1
Part I Beating the Barriers to Scaling 5
1 A Tale of Three Companies 7
2 Becoming a Profitable Growth Architect 17
Part IINine BREAKTHROUGH STRATEGIES For Architecting Profitable Growth 37
Part IIA Startup Strategies 39
3 The Lure of Free: When You Land, Be Sure to Expand 41
4 The Most Important Decision: Choosing Your Pricing Model 59
5 Making It Easy to Buy: Beautifully Simple Pricing 89
6 Mastering Value Messaging: Speak Benefits and Not Features 103
Part IIB Scale-up Strategies 119
7 When You Give, Get Something Back: Discounting and Promotions 121
8 Blow Up Your Packaging: Time to Redefine Your Offer Structure 145
9 Price Increases: Ask Properly, and You Shall Receive 169
10 Acing Big Deals: Mastering Negotiations and Handling Objections 191
11 Stopping Churn Before It Starts: The Big Missed Opportunity 219
Part III Learning From the Best: Success Stories 243
12 Putting It All Together: From Playbook to Practice 245
13 Segment: From Idea to a $3.2 Billion Acquisition 251
14 Canva: The Master Class of Landing and Expanding 267
15 ServiceChannel: Cracking the Code to Two-Sided Marketplace Success 279
16 CoCounsel: Scaling the AI that Passed the Bar 285
17 Airbnb: The Blueprint for Turning Community into Cash Flow 297
Notes 311
Index 315
