I’m talking about using in-product levers to grow, in place of or in conjunction with external marketing and sales channels. When people can try your product for free, they experience the value of your product before making the decision to pay. This turns more people into happy users, creating more opportunity for them to tell their friends, who in... See more

In the case of virality, you are competing for something even more precious: a customer’s social standing. Consumers only want to recommend things that improve their relationships by genuinely helping other people with great recommendations, or perhaps just making them look cool. You can increase referrals with the right UX and incentives, but only... See more