To combat this lack of money and experience, growth hackers approach marketing with a focus on innovation, scalability, and user connectivity.[13][14] Growth hacking does not, however, separate product design and product effectiveness from marketing.[15][16] Growth hackers build the product's potential growth, including user acquisition, on-boarding, monetization, retention, and virality, into the product itself.[17] Fast Company used Twitter "Suggested Users List" as example: "This was Twitter's real secret: It built marketing into the product rather than building infrastructure to do a lot of marketing."[9]