The biggest mistake growth teams can make

Owning channels and growth, prioritizing SEO SEM social is one of the biggest mistakes I think a growth team can do. As a growth team, your number one priority is to create your owned or your earned channel that nobody else can compete in but you. When you're doing organic search or paid search, you're making Google richer. If you're doing social too, like you're doing let's say Instagram or what not paid paid advertising in Instagram, that's great. But all of that works on algorithms. An algorithm can giveth, but algorithm can also take it away at any point. And you have no control because you don't own those channels. You are playing with other players and you're competing against them in somebody else's channel. On the other side there can be your own earned channel. This really goes into the concept of product led growth acquisition which means you're relying on virality, on word of mouth, on user generated content in order to attract new acquisition through top of the funnel. If you build your own user generated content and your own community, nobody else can compete with you in that that is yours. It's really one of those fundamental growth team failure points if they don't spend enough time on virality and user generated content to create their own earned acquisition.