The Science of Growth: How Facebook Beat Friendster--and How Nine Other Startups Left the Rest in the Dust by Sean Ammirati

Author:Sean Ammirati
Language: eng
Format: mobi
Publisher: St. Martin's Press
Published: 2016-04-25T14:00:00+00:00

Question 3: If your product itself isn’t viral, what can you do to create viral content about the problem you’re solving?

As I have talked to business leaders about making their products and services more viral, many are quick to point out that either because of the characteristics of their target customer or the problem that they are solving, their customers are less likely to refer other companies to their product or service.

Mint is an interesting example of this. Most people don’t like to talk about their personal finances (except maybe on January 1 every year, in general terms, when announcing their New Year’s resolutions). The Mint team realized this was going to make it difficult for individuals using the application to share that with their friends. However, what Mint ended up understanding is that while use of the product wasn’t viral, they could create content that was very viral. It’s a helpful question to ask yourself: What content can I create that can go viral, even if my solution won’t? In the case of Mint, as discussed last chapter, this was content based around helping with personal finances.

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