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Yuriy Timen was Global Head of Marketing and Growth at Grammarly, and is now a full-time growth advisor, having worked with more than a dozen companies, including Canva, Airtable, Whimsical, Otter.ai, Oyster, Flo Health, and Clay. In today\u2019s episode, Yuriy discusses the ever-changing world of growth, emerging growth tactics, and how to find your growth engine. You\u2019ll learn the most effective strategies for driving user acquisition, how to balance and diversify organic and paid channels, when it\u2019s time to change plans, how to vet new growth channel opportunities, and much more.\u2014

Find the full transcript here: https://www.lennysnewsletter.com/p/transform-your-subscription-growth

\u2014Where to find Yuriy Timen:\u2022 LinkedIn: https://www.linkedin.com/in/yuriytimen/\u2022 Twitter: https://twitter.com/thetimenator\u2014Where to find Lenny:\u2022 Newsletter: https://www.lennysnewsletter.com\u2022 Twitter: https://twitter.com/lennysan\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/\u2014Thank you to our wonderful sponsors for making this episode possible:\u2022 Flatfile: https://www.flatfile.com/lenny\u2022 Modern Treasury: https://www.moderntreasury.com/\u2022 Eppo: https://www.geteppo.com/\u2014Referenced:\u2022 Casey Winters: https://www.linkedin.com/in/caseywinters/\u2022 Elena Verna: https://www.linkedin.com/in/elenaverna/\u2022 Lyka Pet Food: https://lyka.com.au/\u2022 Ethan Smith\u2019s LinkedIn:\xa0 https://www.linkedin.com/in/ethanls/\u2022 Graphite: https://www.graphitehq.com/\u2022 Recast: https://getrecast.com/\u2022 Measured: https://www.measured.com/\u2022 INCRMNTAL: https://www.incrmntal.com/\u2022 Essentialism: The Disciplined Pursuit of Less: https://www.amazon.com/Essentialism-Disciplined-Pursuit-Greg-McKeown/dp/0804137382/\u2022 Man\u2019s Search for Meaning: https://www.amazon.com/Mans-Search-Meaning-Viktor-Frankl/dp/0807014273/\u2022 The Splendid and the Vile: A Saga of Churchill, Family, and Defiance During the Blitz: https://www.amazon.com/Splendid-Vile-Churchill-Family-Defiance/dp/0385348711/\u2022 The All-In Podcast: https://www.allinpodcast.co/\u2022 Hustle: https://www.netflix.com/title/80242342\u2022 Mark Fiske at H.I.G.: https://higgrowth.com/team/mark-fiske/\u2014In this episode, we cover:[03:49] Yuriy\u2019s background[09:46] Different paths to growth for subscription-based products[13:21] When to lean into virality[15:39] What are network effects?[16:32] SEO strategy and timeline: how long can it take to see results?[24:22] The shifting landscape of paid media[28:09] The return of media mix modeling[32:01] How can you tell if media spending equates to business results?[33:44] Don\u2019t spread yourself too thin[36:01] How to tell if you\u2019ve taken a strategy far enough[38:02] When to lean into a strategy that\u2019s working vs. when to think about diversification[42:13] Is there a shift from growth to survival?[46:19] Two reasons to do paid media[56:45] Why you shouldn\u2019t dismiss TikTok (and other channels you might be overlooking)[59:36] Lightning round!\u2014Production and marketing:\xa0https://penname.co/