Building something because you believe it will “go viral” is like going to Vegas because you think you can turn $50 into $1,000,000. Sure, it might happen, but the odds are infinitesimally small. Yet still, millions of people are working right now on a software, or an app, or a marketing campaign, or a product because they are convinced their idea is SO GOOD that it will “go viral.” (Frankly, I believe I have the “viral” virus, because it makes me nauseous every time somebody uses that term, especially when it is the objective vs. the fortunate result.)

Here’s the thing. If your product is good enough to go viral, it will. If it isn’t, it won’t. Either way, it should never be your objective. Your objective should be to create something you are proud of. Something you’ve poured your heart and your imagination into. Something that helps people. Something that is useful. Something you will be happy with no matter whether it “goes viral” or not.

Schedulefly hasn’t “gone viral.” We don’t have tens of thousands of new restaurants signing up annually. But we will soon have over 2,000 customers, and we are growing faster each year. And if at some point our growth shoots through the stratosphere and tens of thousands of new restaurants sign up every year, that will be nice. But it will have happened because we focused on offering a great product and great service, and patiently waited for the word to spread and for people to realize their is a better way to schedule and communicate than she they are have been doing. Not because we focused on “going viral.” (I hope that’s the last time I ever write that term for any reason.)

Wil