Natalia Romash

When you finally reach some kind of viral success, it won’t be because you A/B tested your way into the most efficient referral program, or optimized your landing pages. It will be because you motivated your customers in a way that fits gracefully into their personal narrative. If that sounds lofty, that’s because it is.

The most successful growth companies understand the reason why their customers are there in the first place and use that as a logical framework to build virality into the product. You can’t tack on a generic referral program and expect results.