What to do when your business goes viral online

Have you ever wondered what happens when your business suddenly captures attention? How would you handle it? Good or bad? 

As the founder of Understanding Zoe, I recently experienced this firsthand when a simple fruit analogy comparing neurodivergent minds went viral, reaching millions and sparking a global conversation.

Let's explore the reality of going viral, both the extraordinary opportunities and the unexpected challenges, and how you can navigate this terrain if it happens in your conscious business.

1. You have a message to share

When I shared Sandhya Menon's powerful words, "You would never say an orange has an apple disorder," something remarkable happened. This simple fruit metaphor for neurodivergence struck a deep chord with parents, educators, and professionals worldwide.

What made this message spread so quickly wasn't a trending hashtag, it was the truth it contained. In a world where difference is often pathologised, this simple reframing offered liberation. But also, it wasn’t for everyone. People also disagreed and it meant we had to be comfortable with people not agreeing with what we said. 

2. You have to be prepared

While the viral moment seemed to happen overnight, the foundation had been built long before. The team had carefully cultivated our message, clarified our voice, and established authentic connections within our community.

When the unexpected attention came, we weren't starting from scratch, we were accelerating work that was already in progress. This is why I've always emphasised building strong foundations in my Flow in Business Accelerator,  you never know when an opportunity will knock.

Remember: success isn't just about going viral - it's about creating sustainability for long-term growth. 

3. You could be criticised  

What rarely gets discussed is the more challenging aspect of viral moments. With greater visibility comes greater scrutiny, more diverse opinions, and sometimes, criticism that can feel deeply personal.

I found myself overwhelmed by messages, pulled in countless directions, and carrying a sudden responsibility to a much larger audience. My team and I had to quickly establish boundaries around our time, energy, and emotional capacity.

This reinforced something I've long believed: sustainable success requires strong internal systems and clear boundaries, especially during periods of intense growth.

4. You want to turn it into aligned action

The real question isn't how to go viral, it's what to do when you do. In our case, we focused on channeling this attention toward our deeper mission at Understanding Zoe: transforming how neurodiversity is understood and supported.

We created pathways for our new audience to engage more deeply, through educational resources, community spaces, and opportunities to contribute to the conversation. We prioritised depth over breadth, relationship over transaction.

This approach aligns perfectly with conscious business principles: using visibility not just for growth, but for meaningful impact.

5. You must embody your message

Perhaps the greatest challenge of a viral moment is staying centered in your truth when everyone has an opinion about what you should do next. There's immense pressure to capitalise quickly, to pivot toward what's popular, to abandon your original vision for what seems to be working.

During our viral moment, I returned daily to our core purpose and values. I asked: "How can this opportunity help us better serve the families who need what we're creating?"

This grounding practice allowed us to make decisions that felt aligned rather than reactive, a practice that served both our business growth and my personal wellbeing.

Final thoughts

Going viral isn't something you can perfectly plan for, but it is something you can prepare for. By building a business with clear values, strong systems, and authentic connections, you'll be ready to navigate the waves of attention when they come.

And remember, the most powerful impact rarely happens in the viral moment itself, but in how you channel that energy toward your deeper mission afterward.

Whether you're building quietly or experiencing your own viral moment, the question remains the same: How can you use your voice and visibility to create meaningful change in the world?

If you're navigating your own journey of visibility and impact, I invite you to join us in The Circle - our intimate community for conscious, creative entrepreneurs who are building businesses with purpose.