Add fuel to the fire. Few things happen purely organically.

I often get asked, “Did thing X happen organically? Or did you plan for it?”

The answer is usually both.

You can’t force people to do a behavior. I imagine this is what producers say about reality TV.

You can, though, be ready to capture those moments when they happen.

So for most questions about why something took off and how word of mouth spread, the answer is: we probably encouraged it.

As a rule of thumb, very few things happen purely organically—they are usually aided by celebrating the behavior you want to see.

A dozen times a day, you’re consciously or unconsciously sending signals for what’s expected and what’s taboo in your corner of the world. The behaviors you encourage on a daily basis will grow.

It can start off as something you notice people doing. Especially in the first few iterations of your product, stay alert to what people are saying, doing, and responding to.

The goal is to *look for places where you can add fuel to the fire.* Those things will be different with each product, community, and audience.

How do we amplify voices that are already talking?

How can we give people more ammunition, permission, and vocabulary to talk about their experience with us?

How do we show everyone this is the way to be a hero in our community?

Those are not questions you can google. They require you to make assertions about what you think will work in your unique situation.

When you talk to your team, come with specific ideas of where you want to add fuel to the fire—it will give everyone something to react to and build on.