How to go viral (you can’t)

I can never understand people who sell the “sure shot formula to go viral.”

The truth is, you can’t ever know beforehand which content will work.

From all the writing I’ve done for myself and my clients, I’ve realized that I could never predict which content would resonate and which wouldn’t.

Sometimes, something that feels so obvious to me connects deeply with the audience. Other times, something I’m absolutely convinced will take off is completely ignored.

In a way, though, this unpredictability is unburdening.

All you can do is put your head down, create, publish, and let go. Then, move on to the next one.