Hint: It doesn’t.
In our digital, post-microwave, post-dialup internet age, we expect ideas to come fast and solutions to come faster. After all, just one search of “going viral” in Google yields a mere 11,600,000 results in just 0.55 seconds.
In many ways, this mindset has carried over into the business world. We put up billboards and expect customers to roll in. One whitepaper will rock the industry. Hockey-stick growth, people.
Everyone’s innovating and everyone wants to go viral.
This phenomenon of the lightning-fast spread of information is beautiful. But, age-old marketing theories and principles still work in 2018. They serve to realign our expectations with reality, while teaching us to appreciate the milestones along the way.