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July 16, 2020
Value generation is the foundation of virality.

Building virality and network effects into your product seem like something everybody is focusing on these days, and they should! However…

Building virality and network effects into your product seems like something everybody is focusing on these days, and they should! However…


An invite or referral flow isn’t necessarily the way to go about it.

If it doesn't add value to your users to invite more co-workers or get more friends to use it - then why should they even invite them?

Referrals aren’t necessarily a meaningful channel - it has to make sense with the product itself.

Think of something like Uber, if you’d like to split the cost of the ride - then it makes sense that your friends have the app as well.

You have to think about the natural scenarios; where more people using the product actually makes the product better.

Often when I mention virality in meetings, people jump at me thinking that referral and invite flows worsen the user experience. People today, shy away from the “address book invite loop”, as we label it as spammy.

But it doesn't have to be spammy!

Therefore again, think about how the referral or invite contributes to making the product better.

Value generation is the foundation of virality.

Nicki Friis

Passionate reader | People person | The one behind NICQI
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