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Fungal > Viral

Going viral is what everyone wants their work to do.  But sometimes fungal can be just as good as viral.

I first heard the idea of “fungal” from one of my heroes, Seth Godin, in one of his sessions at the Startup School.  And I think in a lot of cases, the idea is spot on.  Think about it.

Going viral is one of the best ways to bring about change.  Getting millions of people to pay attention to your work. Getting them to come back to your YouTube channel or read your provocative story. Having a voice in the national conversation.  And having a platform to show the masses an idea that matters.

On the other hand, “fungal” might also be the best option.  When you’re fungal, your idea doesn’t rely on hitting a tipping point or growing in two days.   It can also move slowly.  Person by person.  And view by view.  Likewise, it can also work in the dark and keep growing when people are sleeping and spreading drip by drip.  And then one day everyone will be forced to pay attention because one day you will become the best in the world.

If you have a choice, viral might be the quickest option and most provocative way to create change.  But sometimes fungal is a much better long-term strategy.

Just a thought.

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