In the world of startups and entrepreneurship, many dream of having a viral product that spreads like wildfire without the need for marketing or user acquisition efforts. However, achieving viral distribution is no easy feat and requires a combination of factors to be successful. While some may believe that their go-to-market (GTM) strategy will be based solely on a viral product, the reality is often much more challenging.
Creating a viral product can lead to becoming a market leader if it achieves product-market fit and provides value to customers, leading to retention and repeated use. However, the key challenge arises when a product does not have viral characteristics. Viral products are those that require others to use them in order for the user to derive value, such as WhatsApp or social media platforms. Without this viral element, achieving widespread adoption can be an uphill battle.
In many cases, the viral element in a product is actually word of mouth (WOM), wherein users spread awareness and recommendations to others. While WOM can certainly contribute to a product’s success, it is not a standalone GTM strategy. Instead, a product needs high frequency of use or a WOW effect to truly propel it to viral status. High frequency of use creates more opportunities for users to share the product with others, while a WOW effect inspires awe and amazement in users, leading to organic growth through word of mouth.
The concept of high frequency of use is crucial for organic growth, as it increases the likelihood of users sharing the product with others and attracting new users. By using a product daily, for example, users can potentially trigger new users to join at a rate that significantly outpaces the install base. Conversely, using a product infrequently can significantly slow down organic growth and make achieving viral status a much more challenging endeavor.
The WOW effect, on the other hand, is a rare and powerful phenomenon that can propel a product to viral success. Products that elicit a genuine “Wow” reaction from users are few and far between, making them stand out in a crowded market. Creating a product with a WOW factor requires a combination of exceptional functionality, simplicity, or other unique features that captivate users and compel them to share their experience with others.
For startups and entrepreneurs embarking on the journey of building and scaling a business, achieving product-market fit is a critical first step, followed closely by the challenge of developing a successful GTM strategy. While viral products can be a game-changer in achieving rapid growth and market dominance, the reality is that most products do not possess inherent viral characteristics. By understanding the nuances of word of mouth, high frequency of use, and the WOW effect, entrepreneurs can leverage these principles to drive organic growth and increase the likelihood of achieving viral success.
