The ones that become huge are the ones that take the core and spread it out over time. You can’t get there over night and you don’t start by creating the network from day one. You start by creating a novel, memorable experience for people. Most ideas are fun or stupid with a core value proposition and over time they become a utility as they get embedded to become culture. Consumer products progress step-by-step through the phases from a want to a need to a utility. As companies go through these three phases the memorable experiences that consumers repeatedly get exposed to are what create long lasting products.