What would you say to managers and leaders though who are looking for virality as a strategy and not a tactic? I’m not totally convinced how this would work, especially for an industry or product which is not new (bedsheets, cotton shorts or ceramic plates for instances) yet the brand is.

Would love to hear your take on this. I wrote a piece on on Pineapple Apple Pen explained by Jonah Berger’s framework and how marketing and content strategy need to thought of as bigger pictures, not mere viral implementations.