Above we give examples of how WoM and product can promote viral growth. But there are some limitations. Take Dooly
for example, a note taking app for salespeople making it 10x faster to update Salesforce.
The product has a level of virality built-in because salespeople will share notes with other colleagues which promotes discoverability. However, growth through product is limited to people within the organization.
on the other hand is a product used by both users internally and externally. Every time someone sends a friend a calendly invite that friend now becomes aware of Calendly. Growth from product usage is not capped to within the existing organization. It can spread a lot further.
If your product limits the reach of virality, fear not. WoM tends to break past organizational barriers because people share products with other friends simply because they love it, not because they have to use it together.
For example, Stripe didn’t require engineers from outside companies to use the product for it to be useful. But engineers told other engineers in other companies, simply because they loved it.
“Initially [Stripe] very much spread through a word of mouth process. That was surprising to us because it’s a payment system not a social network so it’s not something you’d think would have any virality whatsoever. But it became clear that everything else was so bad and so painful to work with that people actually were selling this to their friends.” - Interview with TechZing
Product delight rather than product usage can be a powerful way to create viral distribution.