Growth mechanisms like virality and digital word-of-mouth are often mixed together, but they function as distinct components of a successful digital transformation strategy. Virality occurs when the structural usage of a product, such as a Zoom call or a PayPal payment, inherently brings in new users as “sales agents.” According to digital strategy consultant Jeffrey Towson, while virality is rare and product-dependent, almost any business can leverage digital word-of-mouth by turning their customers into “marketing agents.”