Playbooks for creating viral products

1.  Novelty/Entertainment


2. Instrumented

The campaign is genius in its inherent virality—it’s accessible, it’s simple, it’s easy-to-understand. Most importantly, it can be remixed endlessly.

On social distribution: Building virality into go-to-market from inception proves powerful, but it requires authentic alignment between founder persona and product positioning. Roy Lee’s provocative approach works for Cluely because the product explicitly offers users a “covert advantage”—the brand and product messaging form a coherent whole.... See more