The Work of a Catalyst, or Why you don't need cute babies to go viral

I'm still in a bit of shock over the popularity of yesterday's post, "Here's to the Catalysts."  Over 2000 views in 24 hours.  It's certainly not at the level of a cat video, Rihanna tweet, or Richard Branson post.  But it clearly struck a chord.  

Rebels knock down walls; catalysts build bridges. Rebels try to overthrow the status quo; catalysts seek to transform it.

It got me looking into what makes content go viral.  I was wondering if the rules that apply to cute babies, bucket challenges, and flash mobs also apply to my humble little post on business.  My hypothesis was "no."  I was wrong.

It turns out two of the key ingredients for viral content are

1. Elicits a strong emotional response
2. Aligns with one's identity and how one wants to be perceived by others

This suggests that the notion of being a catalyst was more than just interesting.  As one commenter said, "This rings so very true and encapsulates my 'Why'".  

Based on my own experience doing "catalytic" work, the emotion arises from the effort of moving across boundaries, overcoming fears, sustaining optimism, and navigating uncertainty.  This is usually done without recognition or appreciation.  As they say, failure is an orphan but success has many parents. 

The desire for identity seems to come from not having a single discipline to call home, not having an obvious tribe to which one is a member, and not having an easy label to identify oneself.  Catalysts are all about creating a sense of belonging for others, but often do not have that same sense themselves.

So if the moniker of Catalyst tapped into something, what exactly is the work of a Catalyst?  This will be something to explore over time, but we can start by looking at the word itself.

By definition, a catalyst is:

• something that causes an important event to happen
• a substance that increases the rate of a chemical reaction without being used up in the process

It's remarkable how well these definitions apply to a business setting.

First, Catalysts are not about minor improvements.  They are out to make "important events happen."  Catalysts don't tweak; they transform.

Second, Catalysts are not about gradual change.  They "increase the rate of reaction" by making connections and accelerating results. Catalysts don't force; they flow. 

Third, Catalysts don't "get used up in the process."  This one is perhaps easier for a chemical agent than a change agent.  Most catalysts I know suffer a high rate of burnout.  Catalysts shouldn't sacrifice themselves in order to energize others. 

• What do you see as the work of a Catalyst?  
• Is it to transform? Accelerate? Create flow?
• How do you keep from burning out and "being used up in the process"?   

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