They appear like they’ll unfold to everybody and stick round endlessly.
This nearly by no means occurs.
With the intention to unfold to everybody, they should transfer past the people who find themselves searching for a brand new concept. And that occurs when current customers have a strong motive to inform their associates.
Not solely that, however the concept has to unravel an actual drawback for individuals who weren’t positive that there even was an answer to that drawback.
And in an effort to stick round endlessly, there must be a beneficiant lock-in, a motive to not solely preserve utilizing it, however to not change to the following factor.
The community impact plus stickiness nearly by no means occurs after the thought is launched. It’s about advertising and marketing (within the highly effective, design sense) not promotion.
