The Psychology of Viral Growth: Lessons from Apoorva Mehta's Journey with Instacart

The Psychology of Viral Growth: Lessons from Apoorva Mehta's Journey with Instacart

Apoorva Mehta, the founder of Instacart, had faced 20 failed start-ups before finally finding success. According to Mehta, most start-ups fail, especially those started solely for the sake of starting a company. He believes that the true reason to start a company is to bring about a change that you strongly believe in. Mehta's journey teaches us valuable lessons about entrepreneurship and the psychology behind viral growth.

Lesson 1: Solve a Real Problem You Care About

Mehta's failed start-ups made him realize that the key to success lies in solving a real problem that you actually care about. It's not enough to find a product that works; you need to genuinely care about the problem you're solving. Mehta's passion for building software and his desire to be challenged led him to quit his job at Amazon and spend a year developing a social network specifically for lawyers. While this venture didn't work out, it taught him the importance of caring about the product you're creating.

Lesson 2: Timing is Everything

Mehta recognized that timing played a crucial role in the success of start-ups like Uber and Lyft. When he came up with the idea for an on-demand grocery delivery platform, he couldn't stop thinking about it. In less than a month, he had coded a crude version of the app. Timing was on his side, as the idea of ordering groceries online and having them delivered was gaining popularity. Mehta's success with Instacart highlights the importance of recognizing trends and seizing opportunities at the right time.

Lesson 3: The Psychology of Viral Growth

Understanding the psychology behind why people share can greatly benefit entrepreneurs looking to make their products go viral. According to an article titled "Why People Share: The Psychology Behind 'Going Viral,'" there are eight clusters of motivation that drive people to share.

1. Status: People share to display their status and association with high-status individuals or exclusive products. By sharing, they can gain recognition and elevate their social standing.

2. Identity Projection: Sharing allows individuals to express their point of view and seek validation in their identity. It gives them a sense of belonging and an opportunity to connect with like-minded individuals.