Look at your product and ask yourself a simple question: which features actually let a user of your product reach out and connect with a non-user? The answer might surprise you.
Reflecting on the success of viral products like Branchout or Zynga, the answer isn’t many features but one or two features that are used all the time – features essential to progression either in cultivating a network or a farm, features that are in every user’s workflow. Instagram posting to Twitter is another example of an insanely viral application reaching millions of non-users with each use.
For most early startups, branding, conferences and marketing communications aren’t effective customer acquisition channels – they are time and money sinks. Rather, simplifying the product, improving users flows, measuring the results and optimization of these flows is…
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