The Psychology of Hitting Product/Market Fit and Going Viral

The Psychology of Hitting Product/Market Fit and Going Viral

In the world of consumer startups, hitting product/market fit is a crucial milestone. But what exactly does it mean to achieve product/market fit? According to Andrew Chen, a leading voice in the startup community, market matters the most. In order to determine the size of your market, Chen suggests using the Google Keyword Tool. By analyzing the search volume for a particular keyword, you can get a sense of how many people are actively searching for products related to that keyword. If the search volume is in the millions, then you have a large market.

However, Chen emphasizes that the most useful definition of a market is 100% consumer-centric. A market is made up of consumers who actively search for and compare products for a specific use case they already have in mind. So, it's not just about the size of the market, but also about the demand and pre-existing intent from consumers.

When it comes to consumer internet, a great market is characterized by three key factors: a large number of potential users, high growth in the number of potential users, and ease of user acquisition. Even if there is a lot of competition in the market, if it's easy to acquire consumers for your product, that's a positive sign. A large market allows you to execute your product design in a simpler and cleaner way. By picking a big market, you can focus on specific user-centric attributes upon which to compete, leading to a strong intention for your product design and a cohesive user experience.

So, how does all of this tie into the psychology behind "going viral"? Jonah Berger, a renowned expert on viral marketing, has identified eight clusters of motivation that drive people to share things: status, identity, helpfulness, safety, order, novelty, validation, and voyeurism. These motivations serve as the foundation for viral growth and can be harnessed to give your product network effects.

One of the primary motivations for sharing is status. As pack animals, we constantly think about our status and where we fit in. Sharing something that is associated with high-status people or exclusive products can boost our own status within our social networks. Additionally, sharing the accomplishments of our friends on social media allows us to display our own status within the product.

Identity projection is another powerful motivator for sharing. We want to be able to express who we are and have our identity validated. Sharing something that aligns with our beliefs or values allows us to make a statement and seek validation from others.

Safety is deeply ingrained in our psychology. If we sense danger, our brains are wired to pay attention. Sharing information that helps others stay safe or informed taps into this primal fear and motivates us to share.

Order and organization are also strong motivators for sharing. People who are naturally inclined to optimize and organize their world are highly motivated to share tools and resources that help them do so. Sharing these tools not only showcases their own efficiency but also helps bring others into the same protocol of organization.

Novelty is a key driver of sharing as well. We are constantly seeking the next new thing, and sharing new products or information allows us to appear ahead of the curve and in-the-know.

Validation and self-esteem play a significant role in our sharing behavior. We want to feel good about ourselves and our place in the world, so we share things that boost our self-esteem. Sharing accomplishments or positive results validates our worth and boosts our confidence.

Lastly, voyeurism is a motivation for sharing that taps into our desire for vicarious enjoyment or schadenfreude. Sharing things that allow others to experience something through us satisfies our need for social connection and enjoyment.

Understanding these motivations can help you design your product to minimize the friction to sharing. By reducing the effort and thinking required to share, you can increase the likelihood of your product going viral. When considering sharing, people unconsciously make a trade-off between the benefits and costs. They ask themselves how sharing will benefit them or the audience, whether it's through utility or status/reputation. They also consider the time and effort required to share.

In summary, hitting product/market fit and achieving viral growth are deeply intertwined with the psychology of consumers. By identifying a large and growing market with easy user acquisition, you set the stage for successful product design. Incorporating the motivations behind sharing can give your product the network effects needed to go viral. Here are three actionable pieces of advice to help you on your journey:

1. Conduct thorough market research using tools like the Google Keyword Tool to determine the size and demand of your market.
2. Design your product with a strong intention and focus on user-centric attributes to create a cohesive and compelling user experience.
3. Consider the motivations behind sharing and reduce the friction to sharing in your product design to increase the likelihood of viral growth.

By understanding the psychology of consumers and leveraging market insights, you can increase your chances of hitting product/market fit and achieving viral success.