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.

3. Safety: Fear is deeply ingrained in our psychology, and if we sense danger, our brains are wired to pay attention. Sharing information that helps others stay safe or informed can drive viral growth.

4. Order: Some individuals are motivated to share tools or products that help them optimize and organize their lives. By sharing, they not only appear more efficient but also bring others into the same protocol of organization.

5. Novelty: Humans are naturally attracted to new things. Sharing new products or information makes us appear ahead of the curve and feeds our desire for novelty.

6. Validation: People share to boost their self-esteem and feel positive about themselves. Sharing accomplishments or positive experiences can provide validation and boost one's self-worth.

7. Voyeurism: Sharing allows others to experience vicarious enjoyment or schadenfreude. People share things that allow others to live through their experiences.

8. Helpful: Sharing useful information or products makes individuals appear helpful and nurturing to their tribes. It fosters a sense of community and reciprocity.

By understanding these motivations, entrepreneurs can design their products to tap into these psychological drivers and increase the likelihood of viral growth.

Actionable Advice:

1. Carefully consider the problem you're solving: Ensure that you genuinely care about the problem and have a passion for finding a solution. This will drive your motivation and increase the chances of success.

2. Stay attuned to trends and timing: Pay attention to emerging trends and seize opportunities at the right time. Timing can make a significant difference in the success of your venture.

3. Design for shareability: Understand the psychology behind why people share and incorporate features or elements in your product that tap into these motivations. Reduce friction to sharing and make it effortless for users to spread the word.

In conclusion, Apoorva Mehta's journey with Instacart teaches us valuable lessons about entrepreneurship and the psychology of viral growth. By solving real problems we care about, recognizing timing, and understanding the motivations behind why people share, we can increase our chances of success and create products that have the potential to go viral.