We're told to "get out of the building" and experiment in the market. But how do you actually do that, especially at a more mature organization? In this talk, given by the program directors of Boston's Lean Startup Challenge, we will provide you with the structure you need to run a growth hacking initiative out of your marketing organization. We draw upon a number of real practical case studies, and incorporate concepts from Customer Development and Lean Startup to give you the basic guide for finding customers, developing advocates, and establishing patterns of growth in your audience. This is a must-attend for the modern product marketer.