Dan Martell - Creating a viral product has nothing to do with marketing

54 seconds

180.97705

163

00:00:00.000 I moved to Silicon Valley in 2008, went to study how the world's best software folks create distribution.

00:00:07.280 I watched these companies start and get to 10 million active users within months.

00:00:11.540 And I say, well, they must know something about getting customers that I obviously don't know.

00:00:16.360 And you know what I learned?

00:00:17.720 It had nothing to do with marketing.

00:00:19.620 It had everything to do with the product.

00:00:22.200 And here I was thinking that they had some magical marketing mind,

00:00:25.560 and they would start talking to me about

00:00:27.380 not product market fit, product message fit.

00:00:30.460 Did you know when you sign up for Dropbox,

00:00:32.320 depending on where you come from,

00:00:33.840 the message you see on the page to sign up

00:00:36.380 says a different value proposition?

00:00:38.920 Every path is hyper split tested

00:00:42.060 to create product alignment

00:00:44.580 so that when you get into the product,

00:00:46.640 you look to achieve what's called core value.

00:00:49.460 And that experience aligns with activation

00:00:52.280 and activation means retention.

Dan Martell - January 16, 2024