"The Five Types of Virality and the GLEe Model: Unlocking the Secrets to Product Success"

"The Five Types of Virality and the GLEe Model: Unlocking the Secrets to Product Success"

In the world of product development and growth, understanding the different types of virality can be the key to unlocking success. Not all virality is the same, and each type requires a unique approach to harness its power. Additionally, having a clear product vision and long-term strategy is crucial for sustained growth. In this article, we will explore the five types of virality and introduce the GLEe model, a framework that helps product leaders think big and build products that make a lasting impact.

1. Word-of-mouth virality:
   At the core of all viral efforts is the idea of inception. To make your product go viral through word-of-mouth, you need to insert the idea of what your product can do into someone else's mind. The goal is to get them excited enough to try and use your product. One key to word-of-mouth virality is making your product easy to find and describe. Having a memorable and easily spellable name can go a long way in helping people spread the word about your product.

2. Incentivized word-of-mouth virality:
   Similar to word-of-mouth virality, incentivized word-of-mouth relies on people sharing your product with others. However, there is an added incentive for people to refer their friends. This could be in the form of rewards or discounts for successful referrals. If your product costs money and has value, an incentivized word-of-mouth strategy can be highly effective in driving new user acquisition.

3. Demonstration virality:
   Some products naturally lend themselves to demonstration virality. By simply using the product, people show it off to others. Instagram is a great example of this. When users share their photos, they are essentially advertising the platform's awesomeness. If your product is about creating content or having experiences that are easy to show off, demonstration virality should be a focus.

4. Infectious virality:
   Infectious virality occurs when a product is designed in a way that people actively work to get others to use it. Snapchat is a prime example of this. Users have a strong incentive to encourage their friends to download the app so they can share photos in a more authentic and safe way. Invitations play a crucial role in spreading infectious virality, but it's essential to ensure that the product naturally lends itself to this strategy.

5. Outbreak virality:
   Sometimes, things go viral simply because they're fun to share or because they have popular momentum. Pokémon Go is a perfect example of this. During the summer it was released, everyone was talking about it and sharing their experiences. Outbreak virality relies on the idea of looking cool by sharing something that everyone else is sharing. While it may not be applicable to all products, if your product has an element of fun or popularity, it can benefit from this type of virality.

Now that we've explored the different types of virality, let's introduce the GLEe model, a framework that helps product leaders think long-term and build products that make a lasting impact.

The GLEe model encourages teams to ask three key questions:

1. Get Big: What is the initial product that will enable the company and product to "Get Big" over the first 3-5 years of its life? This phase focuses on establishing a strong foundation and gaining a significant market presence.

2. Lead: What will you "Lead?" Looking 3-5 years into the future, what is the next wave your product or company will ride? This phase involves identifying the next big opportunity or innovation that your product can capitalize on.

3. Expand: Once your product establishes a leadership position, how can it "Expand" even further? This phase focuses on finding new avenues for growth and leveraging your product's existing success to explore new markets or customer segments.

The GLEe model encourages product leaders to think big and embrace long-term thinking. By envisioning the future and planning for growth, teams can build products that have a lasting impact. It also emphasizes the importance of a phased approach to product development, allowing companies to focus on different aspects of growth at each stage.

To conclude, here are three actionable pieces of advice:

1. Understand your core users: To create virality, you need to understand what's inside your core users' minds. Tap into their motivations and desires, and use that knowledge to help them share your product.

2. Focus on the right type of virality: Not all types of virality are suitable for every product. Choose the type that aligns with your product's nature and value proposition. Whether it's word-of-mouth, demonstration, infectious, or outbreak virality, pick the one that will have the most significant impact on your growth.

3. Follow up with a smooth new-user flow: When you successfully create that moment of inception and get the idea of your product into someone's mind, ensure that the new user onboarding experience is seamless. Make it easy for them to understand and use your product, leading them to take the right actions that align with your overall growth strategy.

Remember, the ultimate metric of success is how many people are actually using your product. By combining a deep understanding of virality with a long-term product vision, you can create a product that not only goes viral but also sustains growth and makes a lasting impact in the market.