Look at big corporate brands, and you’ll find plenty of businesses paying millions to cultivate influence by creating the next viral moment. Good luck. The impulse is understandable, but the tactics leave much to be desired. Obsessing over “the big one” all too often means missing out on the smaller moments of influence that really matter and you do not have to wait for. Viral moments were not named in haste. They’re called viral because they happen quickly and without notice, grow exponentially, and are very difficult to control for any business caught up in the wave.