If you’re launching a network-effect business — one for which the network is more valuable as more users or customers join — it can be especially challenging. If you don’t play your cards right, you run the risk of forever rolling the boulder up the hill, never achieving positive momentum. Built and scaled properly, network-effect entrepreneurs are able to crest the hill and achieve the positive momentum of the boulder rolling down the other side: You target users join of their own volition with little or no impetus from your company.
