“Get ‘er Done!”

Larry the Cable Guy hit on a winning phrase. Despite the redneck persona that Larry portrays, this concept resonates across all economic spectrums, and it’s particularly appropriate when chasing viral growth.

It’s easy to get wrapped around difficulties and complexities and how something can’t be done. “It’s never been done before.” “It’s impossible.” “It’s too expensive.” “You can’t get there from here.” We’ve heard the reasons.

It would be very easy to turn this into a motivational speech but I don’t want to go there. At all. This “Getting the Job Done” mantra isn’t a motivational tool, it’s a fact of business, a fact of life.

Those that get the job done succeed and enjoy the rewards of that success. Those that don’t get the job done whine. Realistically, there are a lot of competitors. Very seldom do you go into an endeavor with zero competition—a previously untapped market where you’re the only one presenting a solution.

If you don’t get your product designed, built, tested and out the door ahead of the competition, chances are high you’ll be fighting for the leftovers. The software business is so competitive and there are so many brilliant guys thinking up new stuff, you can’t sit around on your duff and casually develop cool stuff that will take the market by storm.

One of the ways to going viral is grabbing a market segment previously untapped, developing a new product that fills that market need and dominating that market before the competition can gain a foothold. Once you’ve got that market segment cornered you own that market and continued success is assured. (You can screw up that market dominance, but that’s a whole different topic.)

Once you’ve got the market dominated, everyone else is fighting for the leftovers. The question is, do you want to be the market dominator or the leftover fighter? The difference is bringing a good product to market first, marketing the hell out of it, servicing the hell out of it.

If you’re not first, the job becomes infinitely harder. So how do you go to market first with a winning product? Obviously you need the product, which means good research and creating a good product. And you need great marketing and support to lead the public to your product.

But you can do all those things and still not go viral. Why? Someone beat you to it.The difference? They got the job done. You can go into details and minutiae about what was done and not done, but the biggest difference is they got it done.

If you want to go viral, you have to have that drive for success, that drive for excellence. You have to live it, breathe it, make it part of your personal and corporate DNA.

You can read all kinds of sports biographies about winning, and they’re great stories. There’s the old Vince Lombardi quote, “Winning isn’t everything. It’s the only thing.” The point is, it takes that kind of dedication and drive to be successful and go viral.

Nike’s slogan is “Just Do It.” Whether you prefer Nike’s version or Larry the Cable Guy’s, it all boils down to one thing: Get the job done, no matter the obstacles.

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