It’s hard to be sure when the first time someone used the term “viral” to describe a campaign that spread through online networks or word of mouth actually was, but all scientific estimates have it falling shortly after the Paleolithic era in a time known as the late 90’s. The internet was proving itself as more than just a passing fad and businesses, fat with surplus, were eager to find the next best thing. It was at this time when the business school buzz word worked its way into more board rooms than pitchers of water.

Goatee-sporting executives, mildly buzzing from their wheatgrass smoothie with immune boost, would quizzically challenge the room “Yes, I like the concept, but how do we make it viral?” Silence would inevitably follow. Thus, began the near decade long hunt for “virality.” Every brand didn’t just want a marketing campaign; they wanted a viral marketing campaign. Everything needed a share button and a way for it to be emailed to your friends. Virality had become the white whale of the marketing world.

Today, the question of how to make something viral still burns in boardrooms around the world with companies doing everything but kill their first born to answer it. The answer, in fact, is rather simple: make it awesome. Putting people in a place to share something and giving them an easy button to share it, doesn’t make them any more inclined to tell their friends about it. People will only share something they consider awesome. Plain and simple.

When someone shares something, they are staking their reputation on the content they’re sharing. The delivered media becomes more a reflection of the person who shared it than the brand who created it. Nobody wants to be the guy who shared this. They want to be the guy who showed you something so incredible, you can’t wait to forward it on to your other friends so that you can take full credit for “finding it.” True virality is achieved only with an unparalleled wow factor that makes pants wet and jaws drop. This can’t be achieved simply by putting something on Facebook or Twitter. It can only be reached by demonstrating a level of creativity, previously thought unattainable. When you eventually get to that level, you’ll Meet Jane.