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Harnessing viral growth through initially small communities and network effects
Successful products often leverage the concept of network effects, where their value increases exponentially with more users. WhatsApp exemplifies this by addressing specific pain points like high international texting costs, allowing it to penetrate markets effectively. This initial focus on small communities experiencing common challenges can lead to viral growth as these communities spread the product organically. As adoption grows, even those not facing the original pain points recognize the benefits of joining the network. Additionally, in a crowded market filled with competing products, establishing deep relationships with niche communities can generate momentum. Once a brand finds success, it should intensify its efforts in those areas and allow for organic growth through user networks. Ultimately, this strategy highlights the importance of understanding and serving specific communities to facilitate widespread acceptance and growth.