The reality is that new products are often greeted by a nice initial spike of users, but this falls to a trickle as the novelty wears off. Maybe there’s another push, which again goes nowhere. People won’t use their product unless their friends are on it. Features are feverishly added, marketing efforts are redoubled, but the network never gets off

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Each of these beta customers formed an atomic network—a stable, self-sustaining group of users who can drive a network effect. Once an atomic network was formed in one of their beta testers, Slack would continually add users, become more useful, ramp up engagement, and ultimately become the de facto method of communication within their workplaces.

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Viral growth builds on the power of networks to acquire users, often free of charge. Product-Driven Viral Growth Viral growth is deeply misunderstood—you might read the phrase and think, is this the same thing that happens when a funny video “goes viral”? Or maybe it makes you think of an ad agency organizing a clever stunt to share on social

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