> Specially regarding word of mouth. I think this should be seen in combination with the point about "intrinsic virality" being a growth strategy. That is what

> Specially regarding word of mouth. I think this should be seen in combination with the point about "intrinsic virality" being a growth strategy. That is what a lot of us mean when we say the words "word of mouth", but Emmet is making a distinction here to say that word of mouth doesn't happen automatically, just because you have a good product. There needs to be this element of intrinsic virality - because users want to watch streamed games with their friends, or want to share and talk about them, or because they want to share this funny meme from your product, etc. I've seen founders with a vague idea that word of mouth happens automatically like osmosis, that once you saturate some people with your product they automatically spread it to others. Emmet is warning against that kind of thinking and making it explicit what you can control and create to possibly generate word of mouth on the users' end.