Going Viral is NOT a Choice

People loosely use the term viral,

but viral has a very specific mathematical definition.

In order for a product to be considered viral,

it needs to have an average referral rate of over 100%.

In other words:

Every customer should be referring at least one other customer on average.

It’s easy to see how the viral engine of growth

is the fastest growth engine and

simultaneously also the hardest to achieve.

Also contrary to popular practice,

going viral is not something you can predictably plan.

Sure, you can lower the friction to encourage

referral behavior but you can’t force viral behavior.

Like a viral infection,

you don’t choose it.

It chooses you.