What Makes a Product Go Viral? (A Question I’m Still Exploring)
Have you ever wondered what pushes a product past “the tipping point”? I ask myself this a lot. As someone still in the early stages of building The Classic Luxury Cheesecake Company, I haven’t cracked the code for massive success yet—but I see small wins every week, and that keeps me motivated.
What fascinates me is why some products or ideas catch fire and spread. It’s easy to think it’s all luck, but as Malcolm Gladwell (The Tipping Point) and Jonah Berger (Contagious) explain, it’s rarely that simple. Success often comes down to understanding why people talk about and share certain things—and then working to create those moments.
Lessons I’m Learning About Why People Share
I’m still figuring this out, but Contagious has helped me start noticing patterns in my own business. These principles stick out to me:
- Social Currency: Giving People Something to Talk About
Berger talks about how people love to share things that make them look good or “in the know.” For me, this means creating moments that feel unique—like my shortbread cookie crust, or when I collaborate with local businesses like Railway City Brewing Company. Those partnerships not only spark curiosity but also give customers a reason to tell others, “You have to try this!” - Emotion: Cheesecake Is About More Than Dessert
People share things that make them feel something—joy, nostalgia, excitement. Recently, a customer told me my cheesecake reminded them of their grandmother’s baking. It’s those emotional connections that turn a good product into a memorable experience worth sharing. - Public: Making It Easy to Show Off
Berger’s principle of “Public” is about making something visible and easy to share. For example, I’ve noticed customers snapping photos of their cheesecake slices and posting them on social media. Beautiful packaging and eye-catching toppings aren’t just aesthetic—they’re an invitation for customers to share their experience with others. - Stories: Turning Products Into Conversations
People don’t just share products—they share stories. By talking about the inspiration behind my cheesecakes or sharing behind-the-scenes moments, I’m giving customers a story they can tell, whether it’s about a unique flavor or the journey of a small local business.
Luck Is Part of It—But It’s Not Enough
I’ll be the first to admit that luck plays a role in going viral. A random Instagram post or a chance encounter with the right person can open doors. But as Contagious and The Tipping Point remind us, luck isn’t enough without the foundation: hard work, thoughtful planning, and persistence.
And here’s the thing—no one else will do it for you. As an entrepreneur, there’s no “board of approvals” or path laid out for you. Every experiment, risk, and decision is up to you. That’s daunting, but it’s also empowering.
The Big Question: What Creates That Tipping Point?
Despite what I’ve learned so far, I’m still figuring out how to take those small wins and turn them into something bigger. What’s the moment that transforms steady improvement into exponential growth? Is it a unique flavor that captures people’s imaginations? A perfectly timed social media post? Or something completely unexpected?
I don’t know the answer yet, but I’m committed to figuring it out. For now, I’ll keep showing up, trying new things, and learning as I go. And maybe—just maybe—that tipping point is closer than I think.
Sincerely,
Jeff Butler
The Classic Luxury Cheesecake Company