Viral Marketing Quotes

Six degrees of separation doesn't mean that everyone is linked to everyone else in just six steps. It means that a very small number of people are linked to everyone else in a few steps, and the rest of us are linked to the world through those special few.

Explore your own innermost thoughts to create content that will evoke deeply relatable emotions and passion in others.

The first lesson in constructing viral content is having the strength, courage, and self-confidence to get in touch with your own feelings, thinking about what profoundly affects you.

Ultimately virility is all about helping others express their reluctantly shared feelings while doing so from a safe distance.

Whoever is first to dominate the most important segment of a market with viral potential will be the last mover in the whole market.

Content Is King, Distribution is Queen

When people come to you online, they are not looking for TV commercials. They are looking for information to help them make a decision.

The Best Marketing Is Education!

For any creative thought to be contagious, it must first be worthy of a sneeze.

Barack Obama is the most successful new marketer in history. Study his campaign so that you can adapt the ideas for your business.

Forget about 'Going Viral' and 'Go Give Value'.

The viral marketing seeds have already been sown and you can come along with me on this journey...

Contrary to the tenets of conventional wisdom, viral ideas and campaigns were not first transmitted via the electronic media of the Internet age. Their ideological forebears lived and replicated in the host coffee-houses, inns and taverns of the early eighteenth-century.

This book is all about helping you get your name and message automatically posted online by others.

You have a very high probability of your quote and your name being distributed, posted, and shared around the world!

It begs for a gospel of perseverance through inevitable failure... There is no antidote to the chaos of creative markets. Only the brute doggedness to endure it.

A buyer persona profile is a short biography of the typical customer, not just a job description but a person description,” says Adele Revella,

You can’t have a conversation about The Blair Witch Project’s influence without talking about the film’s innovative guerrilla marketing—it was, in a sense, the first movie to achieve what we now think of as virality.

Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. . . .

Jonah Berger, a social scientist well-known for his studies of virality, explains that publicness is one of the most crucial factors in driving something’s spread. As he writes in his book Contagious, “Making things more observable makes them easier to imitate, which makes them more likely to become popular. . . . We need to design products and initiatives that advertise themselves and create behavioral residue that sticks around even after people have bought the product or espoused the idea.

You can’t go to the bank and deposit likes, views, retweets, viral explosions, social media conversations, or brand recognition. Bankers are extremely narrow-minded. They won’t even accept vegetables grown in your backyard garden or bitcoin. They want real money.

Consistency is everything to YouTube. If you provide consistent content over a period of time, as long as the quality is good, you will find your audience and your place on the site. You may not end up a viral sensation, but if you’re not making money exclusively off of YouTube, that’s no reason to worry.

step up their game, my goods are off the market. But one bottle of chardonnay later, and my drunken rant has gone viral. I’m the most famous person NOT having sex since the Jonas Brothers put on their purity rings. A men’s magazine has even put a bounty on my (ahem) maidenhead: fifty Gs to whoever makes me break the drought.  Be careful what

The mere observation that something is popular, or even that it became so rapidly, is not sufficient to establish that it spread in a manner that resembles a virus. Popularity on the internet is driven by the size of the largest broadcast. Digital blockbusters are not about a million one-to-one moments as much as they are about a few one-to-one-million moments.

Jonah Berger, a professor of marketing at the Wharton School at the University of Pennsylvania, conducted a study in 2011 to find out what kind of material goes viral on the Internet. He discovered that stories that generate physiological arousal—particularly awe and anger—are much more likely to be shared. When readers experienced those two emotions they felt much more compelled to share the story with others.

The theory of the long tail as popularized by Chris Anderson in his book of the same name is that our culture and economy are increasingly shifting away from a focus on a relatively small number of major hits (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare. 5

No stories were viral. No celebrity was trending. The world was still big. The country was still vast. You could just be a little person, with your own little life and your own little thoughts. You didn’t have to have an opinion, and nobody cared if you did or did not. You could be alone on purpose, even in a crowd. The New York Times was chucked on doorsteps the following morning. There were disparate stories on page A1—the supply of stem cells, a controversy over school dress codes, the competitive morning TV market, and five others. The physical newspapers arrived to subscribers around the same time nineteen men with box cutters passed through low-security checkpoints in four different airports and boarded four cross-country domestic flights. The flights were hijacked, the planes crashed into buildings, 2,977 people died, and the nineties collapsed with the skyscrapers.

1. Make incremental advances Grand visions inflated the bubble, so they should not be indulged. Anyone who claims to be able to do something great is suspect, and anyone who wants to change the world should be more humble. Small, incremental steps are the only safe path forward. 2. Stay lean and flexible All companies must be “lean,” which is code for “unplanned.” You should not know what your business will do; planning is arrogant and inflexible. Instead you should try things out, “iterate,” and treat entrepreneurship as agnostic experimentation. 3. Improve on the competition Don’t try to create a new market prematurely. The only way to know you have a real business is to start with an already existing customer, so you should build your company by improving on recognizable products already offered by successful competitors. 4. Focus on product, not sales If your product requires advertising or salespeople to sell it, it’s not good enough: technology is primarily about product development, not distribution. Bubble-era advertising was obviously wasteful, so the only sustainable growth is viral growth.

Reach—Facebook breaks down reach into organic, paid, and viral. Organic reach is the number of people who have seen a post in the news feed, in the ticker, or on the page itself. Paid reach is the number of unique people who have seen an advertisement or a sponsored story. Viral reach is the number of unique people who have seen a story about a page published by a friend.

Helm, S.(2000b).“Viral Marketing – Establishing Customer Relationships by “Word of Mouse”, in Electronic Markets, Vol. 10 (3), S.158-161

Ho, J., & Dempsey, M. (2010). Viral marketing: motivations to forward online content. Journal of Business Research, 63 (9-10), 1000-1006

The sentimental story says that culture is a meritocracy in which the creative spark is king, and originality conquers all. The sentimental story says that audiences are open-minded and eager to discover challenging new ideas, whether in music, movies, or politics. The sentimental story says that because there is a formula for virality, the best ideas need no marketing—they distribute themselves, like little contagions of wonder. One of my chief goals was to explode the sentimental story. There are certain rules governing cultural markets, I found. But they rarely guarantee that the most sophisticated or morally pristine ideas become the most popular. Instead, the history of cultural sensations shows that sneakily familiar ideas have far more immediate appeal than novel ones and that the battle for cultural power is principally a battle over distribution and discovery, precisely because there is no formula for virality or easy popularity.

This is what happened when I cofounded LinkedIn. The key business model innovations for LinkedIn, including the two-way nature of the relationships and filling professionals’ need for a business-oriented online identity, didn’t just happen organically. They were the result of much thought and reflection, and I drew on the experiences I had when founding SocialNet, one of the first online social networks, nearly a decade before the creation of LinkedIn. But life isn’t always so neat. Many companies, even famous and successful ones, have to develop their business model innovation after they have already commenced operations. PayPal didn’t have a business model when it began operations (I was a key member of the PayPal executive team). We were growing exponentially, at 5 percent per day, and we were losing money on every single transaction we processed. The funny thing is that some of our critics called us insane for paying customers bonuses to refer their friends. Those referral bonuses were actually brilliant, because their cost was so much lower than the standard cost of acquiring new financial services customers via advertising. (We’ll discuss the power and importance of this kind of viral marketing later on.) The insanity, in fact, was that we were allowing our users to accept credit card payments, sticking PayPal with the cost of paying 3 percent of each transaction to the credit card processors, while charging our users nothing. I remember once telling my old college friend and PayPal cofounder/ CEO Peter Thiel, “Peter, if you and I were standing on the roof of our office and throwing stacks of hundred-dollar bills off the edge as fast as our arms could go, we still wouldn’t be losing money as quickly as we are right now.” We ended up solving the problem by charging businesses to accept payments, much as the credit card processors did, but funding those payments using automated clearinghouse (ACH) bank transactions, which cost a fraction of the charges associated with the credit card networks. But if we had waited until we had solved this problem before blitzscaling, I suspect we wouldn’t have become the market leader.

PIVOTE DE CAPTURA DEL VALOR Hay muchas formas de capturar el valor que crea una empresa. Estos métodos suelen denominarse monetización o modelos de ingresos. Estos términos son demasiado limitados. La idea implícita de monetización es que es un elemento separado de un producto que se puede añadir o suprimir a voluntad. En realidad, la captura del valor es una parte intrínseca de la hipótesis del producto. A menudo, los cambios en la forma de capturar valor por parte de la empresa pueden tener consecuencias de gran alcance para el resto del negocio, el producto y las estrategias de marketing. PIVOTE DE MOTOR DEL CRECIMIENTO Como veremos en el capítulo 10, hay tres motores de crecimiento que propulsan a la startup: el crecimiento viral, el crecimiento pegajoso y el crecimiento remunerado. En este tipo de pivote, una empresa cambia su estrategia de crecimiento para buscar un crecimiento más rápido o más rentable. Habitualmente, pero no siempre, el cambio en el motor de crecimiento también requiere un cambio en la forma de capturar el valor. PIVOTE DE CANAL En la terminología de ventas habitual, el mecanismo a través del cual una empresa entrega sus productos a los consumidores se llama canal de venta o canal de distribución. Por ejemplo, los bienes de consumo envasados se venden en una tienda de comestibles, los coches se venden en concesionarios y la mayoría del software para empresas (personalizado), a través de empresas de consultoría y servicios profesionales. A menudo, los requerimientos del canal determinan el precio, las características y el panorama competitivo del producto. Un pivote de canal es el reconocimiento de que la misma solución básica puede ser suministrada a través de un canal diferente con mayor efectividad. Siempre que una empresa abandona un complejo de venta anterior para «vender directamente» a sus consumidores, se produce un pivote de canal. Debido a su efecto destructivo en los canales de venta, internet ha tenido un efecto disruptivo en los sectores que previamente requerían complejos de venta y canales de distribución como la publicación de periódicos, revistas y libros. PIVOTE DE TECNOLOGÍA Ocasionalmente, una empresa puede descubrir una forma diferente para alcanzar una misma solución usando una tecnología completamente distinta. Los pivotes de tecnología son mucho más habituales en las empresas consolidadas. En otras palabras, son innovaciones sostenibles, con una mejora incremental diseñada para atraer y retener una base de consumidores existente. Las empresas consolidadas destacan en este tipo de pivote porque no suponen un gran cambio. El segmento de consumidores es el mismo, el modelo de captura del valor es el mismo y los canales de socios son los mismos. La única pregunta es si la nueva tecnología puede proporcionar un precio y/o unos resultados superiores en comparación con la tecnología existente.

You can practice your grumpy face a million times, you can make a dog surf, you can explode in laughter like Chewbacca mom, and still not “go viral”. You can, however, secure incredibly valuable exposure by spending more time on distribution.

To begin the discussion of the Tipping Point, I’ll start with a prominent strategy, “Invite-Only,” that is often used to suck in a large network through viral growth. Another method to tip over a market is with a “Come for the Tool, Stay for the Network” strategy. Take Dropbox, for instance, which is initially adopted by many people for file backup and keeping files synced up between work and home computers—this is the tool. But eventually, a more advanced and stickier use case emerges to share folders with colleagues—this is the network. And if that doesn’t work, some products can always just spend money to build out their network, with a strategy of just “Paying Up for Launch.” For many networked products that touch transactions like marketplaces, teams can just subsidize demand and spend millions to stimulate activity, whether that’s in paying content creators for your social network, or subsidizing driver earnings in rideshare. If the hard side of the network isn’t yet activated, a team can just fill in their gaps themselves, using the technique of “Flintstoning”—as Reddit did, submitting links and content until eventually adding automation and community features for scale. In the end, all of these strategies require enormous creativity. And to close out the Tipping Point section of the book, I introduce Uber’s core ethos of “Always Be Hustlin’”—describing the creativity and decentralized set of teams, all with its own strategies that were localized to each region. Sometimes adding the fifth or one hundredth network requires creativity, product engagements, and tactical changes. In the goal of reaching the Tipping Point, teams must be fluid to build out a broad network of networks.

Dropbox, the cloud storage company mentioned previously that Sean Ellis was from, cleverly implemented a double-sided incentivized referral program. When you referred a friend, not only did you get more free storage, but your friend got free storage as well (this is called an “in-kind” referral program). Dropbox prominently displayed their novel referral program on their site and made it easy for people to share Dropbox with their friends by integrating with all the popular social media platforms. The program immediately increased the sign-up rate by an incredible 60 percent and, given how cheap storage servers are, cost the company a fraction of what they were paying to acquire clients through channels such as Google ads. One key takeaway is, when practicable, offer in-kind referrals that benefit both parties. Although Sean Ellis coined the term “growth hacking,” the Dropbox growth hack noted above was actually conceived by Drew Houston, Dropbox’s founder and CEO, who was inspired by PayPal’s referral program that he recalled from when he was in high school. PayPal gave you ten dollars for every friend you referred, and your friend received ten dollars for signing up as well. It was literally free money. PayPal’s viral marketing campaign was conceived by none other than Elon Musk (now billionaire, founder of SpaceX, and cofounder of Tesla Motors). PayPal’s growth hack enabled the company to double their user base every ten days and to become a success story that the media raved about. One key takeaway is that a creative and compelling referral program can not only fuel growth but also generate press.

startups are more likely to be vulnerable to the Good Idea, Bad Bedfellows failure pattern when they pursue opportunities that involve 1) complex operations requiring the tight coordination of different specialists’ work; 2) inventory of physical goods; and 3) large, lumpy capital requirements. By contrast, consider the more modest management demands on a purely software-based startup like Twitter when it launched. A small team of engineers created the site, and it spread virally without a paid marketing push. Capital requirements were modest and there was no physical inventory to manage. As Twitter grew, it eventually added an array of specialists to manage various functions—for example, community relations, server infrastructure, copyright compliance, etc. But it didn’t need these specialists at the outset.

Justice is not a hashtag.

But what if you build it and no one comes? VC Marc Andreessen commented on this possibility: “The number one reason that we pass on entrepreneurs we’d otherwise like to back is focusing on product to the exclusion of everything else. We tend to cultivate and glorify this mentality in the Valley. But the dark side is that it gives entrepreneurs excuses not to do the hard stuff of sales and marketing. Many entrepreneurs who build great products simply don’t have a good distribution strategy. Even worse is when they insist that they don’t need one or call no distribution strategy a ‘viral marketing strategy.

With memes, clickbait, and viral videos bombarding our screens, it feels like we are stuck in a never-ending game of 'Who Can Shout the Loudest?

there were 6.8 billion mobile subscriptions at the end of 2013—that's 96 cell phone subscriptions for every 100 people in the world, a greater percentage of people than have access to a toothbrush. So it's no surprise that, in order to reach the individuals who would be interested in their organizations, smart marketers everywhere have altered the way they think about marketing and PR.

In PR, it's not about clip books. It's about reaching our buyers.

The average business page gets between 100 and 250 likes. This may not sound like a lot, but even at that level, if some posts go viral, your reach may expand to thousands. What matters most is that you get in the game.

In work, we try to mask our weirdness with professionalism (I hate this word). We can wear suits or grey skirts and use the latest marketing jargon. “Synergy!” “Viral!” “Conversion!” Be careful not to swear, get too excited or passionate, and definitely do not let your personality shine through.

There are two ways to create a winning strategy in an era where remarkable ideas spread virally

The entrepreneurs who stuck with Silicon Valley learned four big lessons from the dot-com crash that still guide business thinking today: 1. Make incremental advances Grand visions inflated the bubble, so they should not be indulged. Anyone who claims to be able to do something great is suspect, and anyone who wants to change the world should be more humble. Small, incremental steps are the only safe path forward. 2. Stay lean and flexible All companies must be “lean,” which is code for “unplanned.” You should not know what your business will do; planning is arrogant and inflexible. Instead you should try things out, “iterate,” and treat entrepreneurship as agnostic experimentation. 3. Improve on the competition Don’t try to create a new market prematurely. The only way to know you have a real business is to start with an already existing customer, so you should build your company by improving on recognizable products already offered by successful competitors. 4. Focus on product, not sales If your product requires advertising or salespeople to sell it, it’s not good enough: technology is primarily about product development, not distribution. Bubble-era advertising was obviously wasteful, so the only sustainable growth is viral growth. These lessons have become dogma in the startup world; those who would ignore them are presumed to invite the justified doom visited upon technology in the great crash of 2000. And yet the opposite principles are probably more correct: 1. It is better to risk boldness than triviality. 2. A bad plan is better than no plan. 3. Competitive markets destroy profits. 4. Sales matters just as much as product.

Who are my readers? How do I reach them? What are their motivations? What are the problems I can help them solve? How can I entertain them and inform them at the same time? What content will compel them to purchase what I have to offer? To be successful, you need to do the same thing.

Given the overwhelmingly positive effects of this Facebook effort, the brand considered making massive marketing budget cuts to TV and print advertising in favor of more spend on social media channels. MMM analysis suggested that digital marketing (online display, Facebook advertising and Facebook viral) would deliver the same impact as traditional marketing (TV and print), but at only 15 percent of the cost.

Persson did not create Minecraft because he wanted to create a billion-dollar company; he loved video games and kept his day job while developing it. When the game soared in popularity, he started a company, Mojang, with some of the profits, but kept it small, with just 12 employees. Even with zero dollars spent on marketing and no user instructions, Minecraft grew exponentially, flying past the 100 million registered user mark in 2014 based largely on word of mouth.2 Players shared user-generated extras like modifications (“mods”) and custom maps with each other, and the game caught on not only with children but their parents and even educators. Still, Persson avoided the valuation game, refusing an investment offer from former Facebook president Sean Parker. Finally, he and his co-founders sold Mojang to Microsoft for $2.5 billion, a fortune built on one man’s focus on creating something that people loved.3 On the other end of the spectrum is Zynga, one of the fastest startups ever to reach a $1 billion valuation.4 The social game developer had its first hit in 2009 with FarmVille. Next came Zynga’s partnership with Facebook that turned into a growth engine. The company began trading on the NASDAQ in December 2011 and had 253 million active users per month as late as the first quarter of 2013.5 Then the relationship with Facebook ended and the wheels started coming off. Flush with IPO cash, Zynga started exhibiting all the symptoms of ego-driven, grow-at-any-cost syndrome. They moved into a $228 million headquarters in San Francisco. They began hastily acquiring companies like NaturalMotion, Newtoy, and Area/Code. They infuriated customers by launching new games without sufficient testing and filling them with scripts that signed players up for unwanted subscriptions and services. When customer outrage went viral, instead of focusing on building better products, Zynga hired a behavioral psychologist to try to trick customers into loving its games.6 In a 2009 speech at Startup@Berkeley, CEO Mark Pincus said, “I funded [Zynga] myself but I did every horrible thing in the book to just get revenues right away. I mean, we gave our users poker chips if they downloaded this Zwinky toolbar, which . . . I downloaded it once — I couldn’t get rid of it. We did anything possible just to just get revenues so that we could grow and be a real business.”7 By the spring of 2016, Zynga had laid off about 18 percent of its workforce and its share price had declined from $14.50 in 2012 to about $2.50.

Virality isn’t luck. It’s not magic. And it’s not random. There’s a science behind why people talk and share. A recipe. A formula, even. —JONAH BERGER

of being a great marketer. Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. . . . The entire marketing team is being disrupted. Rather than a VP of Marketing with a bunch of non-technical marketers reporting to them, instead growth hackers are engineers leading teams of engineers.1 What the hell is a growth hacker? I thought. How could an engineer ever do my job? But then I added up the combined valuation of the few companies Chen mentioned as case studies—companies that had barely existed a few years ago.

Whether you’re currently a marketing executive or a college grad about to enter the field—the first growth hackers have pioneered a new way. Some of their strategies are incredibly technical and complex. The strategies also change constantly; in fact, occasionally it might work only one time. This book is short because it sticks with the timeless parts. I also won’t weigh you down with heavy concepts like “cohort analysis” and “viral coefficients.”* Instead, we will focus on the mindset—it’s far and away the most important part. I start and end with my own experiences in this book, not because I am anyone special but because I think they illustrate a microcosm of the industry itself. The old way—where product development and

Tweeters don't want to be treated like just anyone else.

The industrial world of pipelines relies heavily on push. Consumers are accessed through specific marketing and communication channels that the business owns or pays for. In a world of scarcity, options were limited, and getting heard often sufficed to get marketers and their messages in front of consumers. In this environment, the traditional advertising and public relations industries focused almost solely on awareness creation—the classic technique for “pushing” a product or service into the consciousness of a potential customer. This model of marketing breaks down in the networked world, where access to marketing and communication channels is democratized—as illustrated, for example, by the viral global popularity of YouTube videos such as PSY’s “Gangnam Style” and Rebecca Black’s “Friday.” In this world of abundance—where both products and the messages about them are virtually unlimited—people are more distracted, as an endless array of competing options is only a click or a swipe away. Thus, creating awareness alone doesn’t drive adoption and usage, and pushing goods and services toward customers is no longer the key to success. Instead, those goods and services must be designed to be so attractive that they naturally pull customers into their orbit. Furthermore, for a platform business, user commitment and active usage, not sign-ups or acquisitions, are the true indicators of customer adoption. That’s why platforms must attract users by structuring incentives for participation—preferably incentives that are organically connected to the interactions made possible by the platform. Traditionally, the marketing function was divorced from the product. In network businesses, marketing needs to be baked into the platform.

The entrepreneurs who stuck with Silicon Valley learned four big lessons from the dot-com crash that still guide business thinking today: 1. Make incremental advances Grand visions inflated the bubble, so they should not be indulged. Anyone who claims to be able to do something great is suspect, and anyone who wants to change the world should be more humble. Small, incremental steps are the only safe path forward. 2. Stay lean and flexible All companies must be “lean,” which is code for “unplanned.” You should not know what your business will do; planning is arrogant and inflexible. Instead you should try things out, “iterate,” and treat entrepreneurship as agnostic experimentation. 3. Improve on the competition Don’t try to create a new market prematurely. The only way to know you have a real business is to start with an already existing customer, so you should build your company by improving on recognizable products already offered by successful competitors. 4. Focus on product, not sales If your product requires advertising or salespeople to sell it, it’s not good enough: technology is primarily about product development, not distribution. Bubble-era advertising was obviously wasteful, so the only sustainable growth is viral growth.

Virality is not an accident. It is engineered.

Virality at its core is asking someone to spend their social capital recommending or linking or posting about you for free.

Content Marketing. Although it is often coupled with SEO, content marketing relies solely on virality or on building an audience slowly over time, without the long-term benefit of organic search. This includes writing blog posts you hope will make it to the top of social news sites like Hacker News and Reddit and building a media brand alongside your product (something I recommend only for very well-funded companies). It also includes producing content to educate people at different steps in their funnel whom you already have permission to contact. Most people think of blog posts when you mention content marketing. However, content can include books, ebooks, audio (think podcasts), video (think YouTube), or even in-person courses that are given away to bring links, traffic, and leads and build credibility. Most founders start by producing the content themselves, then hire people to help with production later.

Light of truth runs independent of money, all other paths lead back to animalkind.

That's why I don't pay to be heard, Paid truth can't last the test of time. Light of truth runs independent of money, All other paths lead back to animalkind.

Truth standing on populism, topples just as quickly.

While a 'cure' for HIV would, in effect, decrease Gilead's market share, PrEP not only allows for the capture of those who are HIV+ but has transformed all those who are not into consumers - market saturation as a way of life. Because of PrEP's prohibitive cost, many of those most impacted by HIV, namely young Black, Indigenous, and/or Latinx trans women and MSM as well as IV drug users, have limited, if any, access. The ongoing legacies of colonial medical disinformation swirls with transphobic epidemiology and the homicidal stigmatization of IV drug use that results in the uninterruption of the pandemic for some, while the end of AIDS is habitually proclaimed for others. In a lethal irony, it is the logic of the patent - the argument that innovation is only spurred by the security of private property - that replicates the virus and its differential death. Put plainly, the HIV cells of those taken without their informed consent or compensation, housed in the NIH reagent bank and also laboring in publicly funded labs that produced PrEP, are withheld from the same populations, and perhaps the same people from whom they were initially extracted. The theft of their viral labor helped grow Gilead's incalculable wealth, which includes $36.2 billion in earnings off Truvada alone.

My friend Bangaly Kaba, formerly head of growth at Instagram, called this idea the theory of “Adjacent Users.” He describes his experience at Instagram, which several years post-launch was growing fast but not at rocketship speed: When I joined Instagram in 2016, the product had over 400 million users, but the growth rate had slowed. We were growing linearly, not exponentially. For many products, that would be viewed as an amazing success, but for a viral social product like Instagram, linear growth doesn’t cut it. Over the next 3 years, the growth team and I discovered why Instagram had slowed, developed a methodology to diagnose our issues, and solved a series of problems that reignited growth and helped us get to over a billion users by the time I left. Our success was anchored on what I now call The Adjacent User Theory. The Adjacent Users are aware of a product and possibly tried using it, but are not able to successfully become an engaged user. This is typically because the current product positioning or experience has too many barriers to adoption for them. While Instagram had product-market fit for 400+ million people, we discovered new groups of billions of users who didn’t quite understand Instagram and how it fit into their lives.67 In my conversations with Bangaly on this topic, he described his approach as a systematic evaluation of the network of networks that constituted Instagram. Rather than focusing on the core network of Power Users—the loud and vocal minority that often drive product decisions—instead the approach was to constantly figure out the adjacent set of users whose experience was subpar. There might be multiple sets of nonfunctional adjacent networks at any given time, and it might require different approaches to fix each one. For some networks, it might be the features of the product, like Instagram not having great support for low-end Android apps. Or it might be because of the quality of their networks—if the right content creators or celebrities hadn’t yet arrived. You fix the experience for these users, then ask yourself again, who are the adjacent users? Then repeat. Bangaly describes this approach: When I started at Instagram, the Adjacent User was women 35–45 years old in the US who had a Facebook account but didn’t see the value of Instagram. By the time I left Instagram, the Adjacent User was women in Jakarta, on an older 3G Android phone with a prepaid mobile plan. There were probably 8 different types of Adjacent Users that we solved for in-between those two points. To solve for the needs of the Adjacent User, the Instagram team had to be nimble, focusing first on pulling the audience of US women from the Facebook network. This required the team to build algorithmic recommendations that utilized Facebook profiles and connections, so that Instagram could surface friends and family on the platform—not just influencers. Later on, targeting users in Jakarta and in other developing countries might involve completely different approaches—refining apps for low-end Android phones with low data connections. As the Adjacent User changes, the strategy has to change as well.

PROVEN PATTERN #1: BITS RATHER THAN ATOMS Google and Facebook are largely software businesses that focus on electronic bits rather than material atoms. Bits-based businesses have a much easier time serving a global market, which in turn makes it easier to achieve a large market size. Bits are also far easier to move around than atoms, so bits-based businesses can more easily tap into distribution techniques like virality, and their ability to be highly networked provides more opportunities to leverage network effects. Bits-based businesses tend to be high-gross-margin businesses because they have fewer variable costs. Bits also make it easier to design around growth limiters. You can iterate more quickly on software products (many Internet companies release new software daily) than on physical products, making it faster and cheaper to achieve product/market fit. And

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The extreme consolidation in the corporate world over the past three decades has produced a playing field so rigged against consumers that pursuing the basics of life can feel like navigating a never-ending series of scams. It’s as if everyone is trying to trick us in the fine print of pages and pages of terms of service agreements they know we will never read. The black box is not just the algorithms running our communication networks—almost everything is a black box, an opaque system hiding something else. The housing market isn’t about homes; it’s about hedge funds and speculators. Universities aren’t about education; they’re about turning young people into lifelong debtors. Long-term care facilities aren’t about care; they’re about draining our elders in the last years of life and real estate plays. Many news sites aren’t about news; they’re about tricking us into clicking on autoplaying ads and advertorials that eat up the bottom half of nearly every site. Nothing is as it seems. This kind of predatory, extractive capitalism necessarily breeds mistrust and paranoia. In this context, it’s not surprising that QAnon, a conspiracy theory that tells of elites harvesting the young for their lifeblood (adrenochrome), has gone viral. Elites are sucking us dry—our money, our labor, our time, our data. So dry that large parts of our planet are beginning to spontaneously combust. The Davos elite aren’t eating our children, but they are eating our children’s futures, and that is plenty bad. QAnon believers imagine secret tunnels underneath pizza parlors and Central Park, the better to traffic children. This is fantasy, but there are tunnels—literal Shadow Lands—under some major cities, and they do house and hide the poor, the sick, the drug-dependent, the discarded. Under the flashing lights of Las Vegas, hundreds or even thousands of people really do live in a sprawling network of storm tunnels.

The entrepreneurs who stuck with Silicon Valley learned four big lessons from the dot-com crash that still guide business thinking today: 1. Make incremental advances Grand visions inflated the bubble, so they should not be indulged. Anyone who claims to be able to do something great is suspect, and anyone who wants to change the world should be more humble. Small, incremental steps are the only safe path forward. 2. Stay lean and flexible All companies must be “lean,” which is code for “unplanned.” You should not know what your business will do; planning is arrogant and inflexible. Instead you should try things out, “iterate,” and treat entrepreneurship as agnostic experimentation. 3. Improve on the competition Don’t try to create a new market prematurely. The only way to know you have a real business is to start with an already existing customer, so you should build your company by improving on recognizable products already offered by successful competitors. 4. Focus on product, not sales If your product requires advertising or salespeople to sell it, it’s not good enough: technology is primarily about product development, not distribution. Bubble-era advertising was obviously wasteful, so the only sustainable growth is viral growth.

Just because it's viral, doesn't make it true.

Not every budding platform has an opportunity to achieve viral growth. But if it does, it can help turn slow but steady expansion into the kind of skyrocket growth that makes a platform into a national or global phenomenon with the potential to dominate its market for years to come.

PayPal’s big challenge was to get new customers. They tried advertising. It was too expensive. They tried BD [business development] deals with big banks. Bureaucratic hilarity ensued. … the PayPal team reached an important conclusion: BD didn’t work. They needed organic, viral growth. They needed to give people money. So that’s what they did. New customers got $10 for signing up, and existing ones got $10 for referrals. Growth went exponential, and PayPal wound up paying $20 for each new customer. It felt like things were working and not working at the same time; 7 to 10 percent daily growth and 100 million users was good. No revenues and an exponentially growing cost structure were not. Things felt a little unstable. PayPal needed buzz so it could raise more capital and continue on. (Ultimately, this worked out. That does not mean it’s the best way to run a company. Indeed, it probably isn’t.)2

As Savannah Worley explains in her viral Medium article, "Dear White Women: Here's Why It's Hard to Be Friends with You," white women, myself included (knowingly or unknowingly), maintain the patriarchy by relying on white supremacy. Internalized misogyny and racism (subconscious or not) teach us that we should not climb over anyone to get to the top of the white-male hierarchy. Because white men will always be at the top. The feminized patriarchal image we've been raised with will make us cling to our own white supremacy and internalized misogyny.

The key to going viral is to give people something very simple to think about and say regarding your products or services.

learned four big lessons from the dot-com crash that still guide business thinking today: 1. Make incremental advances Grand visions inflated the bubble, so they should not be indulged. Anyone who claims to be able to do something great is suspect, and anyone who wants to change the world should be more humble. Small, incremental steps are the only safe path forward. 2. Stay lean and flexible All companies must be “lean,” which is code for “unplanned.” You should not know what your business will do; planning is arrogant and inflexible. Instead you should try things out, “iterate,” and treat entrepreneurship as agnostic experimentation. 3. Improve on the competition Don’t try to create a new market prematurely. The only way to know you have a real business is to start with an already existing customer, so you should build your company by improving on recognizable products already offered by successful competitors. 4. Focus on product, not sales If your product requires advertising or salespeople to sell it, it’s not good enough: technology is primarily about product development, not distribution. Bubble-era advertising was obviously wasteful, so the only sustainable growth is viral growth.

Before you try to create a viral book, create a viral idea.

refresh your memory, here are the nineteen channels: Targeting Blogs Publicity Unconventional PR Search Engine Marketing (SEM) Social and Display Ads Offline Ads Search Engine Optimization (SEO) Content Marketing Email Marketing Viral Marketing Engineering as Marketing Business Development (BD) Sales Affiliate Programs Existing Platforms Trade Shows Offline Events Speaking Engagements Community Building

Virality is about attracting people who are off the platform and enticing them to join it, while network effects are about increasing value among people on-platform.

PayPal’s big challenge was to get new customers. They tried advertising. It was too expensive. They tried BD [business development] deals with big banks. Bureaucratic hilarity ensued. … the PayPal team reached an important conclusion: BD didn’t work. They needed organic, viral growth. They needed to give people money. So that’s what they did. New customers got $10 for signing up, and existing ones got $10 for referrals. Growth went exponential, and PayPal wound up paying $20 for each new customer. It felt like things were working and not working at the same time; 7 to 10 percent daily growth and 100 million users was good. No revenues and an exponentially growing cost structure were not. Things felt a little unstable. PayPal needed buzz so it could raise more capital and continue on. (Ultimately, this worked out. That does not mean it’s the best way to run a company. Indeed, it probably isn’t.)2 Thiel’s account captures both the desperation of those early days and the almost random experimentation the company resorted to in an effort to get PayPal off the ground. But in the end, the strategy worked. PayPal dramatically increased its base of consumers by incentivizing new sign-ups. Most important, the PayPal team realized that getting users to sign up wasn’t enough; they needed them to try the payment service, recognize its value to them, and become regular users. In other words, user commitment was more important than user acquisition. So PayPal designed the incentives to tip new customers into the ranks of active users. Not only did the incentive payments make joining PayPal feel riskless and attractive, they also virtually guaranteed that new users would start participating in transactions—if only to spend the $10 they’d been gifted in their accounts. PayPal’s explosive growth triggered a number of positive feedback loops. Once users experienced the convenience of PayPal, they often insisted on paying by this method when shopping online, thereby encouraging sellers to sign up. New users spread the word further, recommending PayPal to their friends. Sellers, in turn, began displaying PayPal logos on their product pages to inform buyers that they were prepared to honor this method of online payment. The sight of those logos informed more buyers of PayPal’s existence and encouraged them to sign up. PayPal also introduced a referral fee for sellers, incentivizing them to bring in still more sellers and buyers. Through these feedback loops, the PayPal network went to work on its own behalf—it served the needs of users (buyers and sellers) while spurring its own growth.

So designing spreadable value units is a crucial step toward virality. A spreadable value unit may be one that helps to start an interaction on an external network, the way Instagram photos create conversations on Facebook among users intrigued by the images they’ve seen. Or it may create the opportunity to complete an incomplete interaction, the way an unanswered question on Quora demands social feedback in the form of an answer, or a fresh survey on Survey-Monkey invites responses. Making it easy for users to create and disseminate spreadable value units helps you build a platform that has high growth as well as high engagement.

100% Novelty is when nobody you mention it to has ever heard of it before. If half the people you told had never heard of the product it would be a score of 50%. 100% Utility means everyone you mention it to has a use for it. Not that everyone has a need or use for it but everyone you mention it to knows someone who has a need or use for it. 100% Dependability means it works as promised or expected every time. It it works as expected half the time that would be 50%. 100% Economy means that it is always recognized as a better value.... As you can see the total possible score is 400%. All you really need for viral behavior, for very, very high referral activity is 315%... A typical score for a lot of businesses or products would be about 300%. The resulting output behavior is about 0.15 referrals per customer. In other words, for every 6 or 7 customers you would get 1 referral. When you get it up to 315% you might expect one referral for every customer. So an added 15% gives you 600% difference in terms of performance and referrals. For some businesses it would be simple to arrive at a close approximation of their N.U.D.E. scores by calculating it from the results-end. What I mean is you will look at how many referrals you are getting and compare that to the known outcome from a given N.U.D.E. score. Referral rate 0.15; NUDE score 300%; 1 referral for every 6-7 existing customers. Referral rate 0.10. NUDE score 290%; 1 referral for every 10 existing customers. Referral rate 0.05; NUDE score 250%; 1 referral for every 20 existing customers.

Marc Andreessen, cofounder of Netscape and VC firm Andreessen Horowitz, sums up this common problem: The number one reason that we pass on entrepreneurs we’d otherwise like to back is they’re focusing on product to the exclusion of everything else. Many entrepreneurs who build great products simply don’t have a good distribution strategy. Even worse is when they insist that they don’t need one, or call [their] no distribution strategy a “viral marketing strategy.

To suggest that we look to the past, to Freud and Lacan, in order to find a new ethical code may seem counterintuitive, but when capital reterritorializes the psyche into systems based on their compatibility with viral market shares of the mental health topographical map, it is hard to argue for an ever-forward, arc of history that always bends toward justice. This is where ethics must come into play.

But as Bill Gates said to us when Mark and I met with him in his Seattle-area office, “People invest in high-probability scenarios: the markets that are there. And these low-probability things that maybe you should buy an insurance policy for by investing in capacity up front, don’t get done. Society allocates resources primarily in this capitalistic way. The irony is that there’s really no reward for being the one who anticipates the challenge.” Every time there is a new, serious viral outbreak, such as Ebola in 2012 and Zika in 2016, there is a public outcry, a demand to know why a vaccine wasn’t available to combat this latest threat. Next a public health official predicts a vaccine will be available in x number of months. These predictions almost always turn out to be wrong. And even if they’re right, there are problems in getting the vaccine production scaled up to meet the size and location of the threat, or the virus has receded to where it came from and there is no longer a demand for prevention or treatment. Here is Bill Gates again: Unfortunately, the message from the private sector has been quite negative, like H1N1 [the 2009 epidemic influenza strain]: A lot of vaccine was procured because people thought it would spread. Then, after it was all over, they sort of persecuted the WHO people and claimed GSK [GlaxoSmithKline] sold this stuff and they should have known the thing would end and it was a waste of money. That was bad. Even with Ebola, these guys—Merck, GSK, and J & J [Johnson & Johnson]—all spent a bunch of money and it’s not clear they won’t have wasted their money. They’re not break-even at this stage for the things they went and did, even though at the time everyone was saying, “Of course you’ll get paid. Just go and do all this stuff.” So it does attenuate the responsiveness. This model will never work or serve our worldwide needs. Yet if we don’t change the model, the outcome will not change, either.

One viral post can catapulte your brand.

Vision mission: What was the original market or technology insight that led you to create this company? Customers: Who do you envision buying this product or service? Who will use it? Problem statement: What’s the problem you think you can solve for your potential customers? Use cases: What are the specific ways people will use this product or service to solve their problem? Product/solution: Give a detailed explanation of the technology behind the solution—what does it do now, and what else is it capable of doing? Ecosystem: In many cases there are other companies involved in solving the problem or adding additional value. These companies form an ecosystem around the problem and solution. What are all the companies and where in the ecosystem are the control points where one company has leverage? Competition: Who else is trying to solve this problem—or, if no one else sees the problem yet, who might jump in to compete with you to solve the problem once you identify it? Business model: How will your product or service change business for your customers? Will it increase their return on investment or reduce costs in a significant way? Or does it allow them to do something that couldn’t have been done with prior technology, creating huge value? Sales and go-to-market: Enterprise companies should articulate how the product or solution will make its way to the market. Through a sales force? Through distribution partners? Both? For a consumer company, how will users find out about your solution? From app stores? Search? Viral adoption? Growth hacking techniques? Advertising? PR? Organization: How is the company organized? Who are the major influencers on the company? How are decisions made? What kind of culture will work? Funding strategy: What’s the next funding event? A private financing? An IPO? How much runway does the company have before it needs more money and what kind of funding is in place to execute against the category strategy?

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if you want to go viral, it must be baked into your product. There must be a reason to share it and the means to do so.

Storytelling reveals meaning without committing the error of defining it.” – Hannah Arendt