Here's the gist: the viral coefficient has a direct impact on your effective cost of acquisition. Even if you're not "viral" increasing your viral coefficient t

Here's the gist: the viral coefficient has a direct impact on your effective cost of acquisition. Even if you're not "viral" increasing your viral coefficient to 0.9 has an impact on your paid strategy. In fact, there's a good argument that this is a better way to grow than trying to get viral as quickly as possible.