The Power of Word-of-Mouth and Creating Luck: How Pinterest Grew and How to Increase Your Luck Surface Area

The Power of Word-of-Mouth and Creating Luck: How Pinterest Grew and How to Increase Your Luck Surface Area

Introduction:
In the world of business and personal growth, two concepts have proven to be incredibly impactful - the power of word-of-mouth and the ability to create luck. This article explores how Pinterest utilized word-of-mouth to grow from 3,000 to 73 million users, and how individuals can increase their luck surface area to attract positive random events. By combining these two perspectives, we can gain valuable insights into the strategies that lead to success.

1. Pinterest Utilized Old School Word-Of-Mouth:
   Pinterest's growth from a mere 3,000 users to an astounding 73 million can largely be attributed to its effective use of word-of-mouth. The company initiated the Pin-It-Forward campaign, which involved bloggers remixing boards and encouraging their readers to do the same. By creating a network of bloggers and leveraging their influence, Pinterest was able to reach a wider audience and generate buzz around the platform. The company also organized meetups, distributing invitations and turning participants into brand ambassadors. This old school approach to word-of-mouth proved to be instrumental in Pinterest's exponential growth.

2. Pinterest Reached Entire Communities By Targeting Community Leaders:
   To generate word-of-mouth within communities, Pinterest identified and targeted community leaders. By involving these leaders in their marketing efforts, Pinterest was able to tap into existing networks and amplify its reach. This strategy allowed them to establish a strong presence in DIY and handicraft communities, competing with the very bloggers who initially participated in the Pin-It-Forward campaign. By recognizing the power of community influencers, Pinterest was able to connect with audiences on a deeper level.

3. Pinterest Users Are Proud Of Their Boards:
   One of the reasons why Pinterest has become such a powerful marketing tool is because users take pride in their boards. Pinterest boards are carefully curated collections that reflect the users' taste, creativity, and ability to find what's cool and fresh. Users see Pinterest as a platform to showcase their artistic expression and capabilities, making it highly shareable. By creating an environment that encourages users to showcase their creativity and engage with the platform, Pinterest has harnessed the power of user-generated content and turned it into a marketing asset.

4. Marketing Using Pinterest Is Also Marketing For Pinterest:
   At its core, Pinterest is an app that encourages users to share what they love. This inherent nature of the platform makes it a powerful marketing tool. By creating content and marketing strategies that align with the values and interests of Pinterest users, businesses can effectively market their products and services. The key is to make users take pride in how they interact with the brand, turning them into brand advocates and amplifying the reach of the marketing efforts.

How to Create Luck:
Building upon the concepts of word-of-mouth and marketing, we can explore the concept of creating luck. Luck is often seen as a random occurrence, but there are ways to position ourselves to capture more of it. Jason Roberts introduced the concept of "Luck Surface Area" - the idea that by doing more things and telling more people about them, we increase our chances of encountering positive random events. This active attitude towards life allows us to expand our opportunities and attract luck.

Naval Ravikant categorized luck into four types:

1. Hope luck finds you: This passive approach relies on luck to come to us without actively seeking it. While it may happen, it is not a reliable strategy for consistent success.
2. Hustle until you stumble into it: By taking action and putting ourselves out there, we increase the likelihood of stumbling upon luck. This approach involves constant effort and seizing every opportunity that comes our way.
3. Prepare the mind and be sensitive to chances others miss: Developing a growth mindset and being open to possibilities allows us to recognize opportunities that may go unnoticed by others. By cultivating awareness and a keen sense of observation, we can position ourselves to capture luck when it presents itself.
4. Become the best at what you do: Refining our skills and becoming exceptional in our chosen field increases our chances of attracting luck. By continually improving ourselves and striving for excellence, we become magnets for opportunities.

Actionable Advice:

1. Cultivate a growth mindset: Embrace a mindset of continuous learning and improvement. Be open to new experiences and opportunities, and constantly seek ways to expand your knowledge and skills.
2. Take consistent action: Be proactive and take steps towards your goals. Don't wait for luck to come to you; create your own luck by putting yourself out there and seizing opportunities as they arise.
3. Build a strong network: Surround yourself with like-minded individuals and influencers in your industry. By connecting with community leaders and building strong relationships, you increase your chances of encountering opportunities and attracting luck.

Conclusion:
The success story of Pinterest and the concept of creating luck teach us valuable lessons about the power of word-of-mouth and positioning ourselves for success. By utilizing old school word-of-mouth tactics, Pinterest was able to grow exponentially. Similarly, by expanding our luck surface area through active engagement and a growth mindset, we can increase our chances of attracting positive random events. By incorporating the actionable advice of cultivating a growth mindset, taking consistent action, and building a strong network, we can create our own luck and achieve greater success in our personal and professional lives.