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The short answer: because the program was remarkable. It was easy to get, easy to use, and everyone told their friends about it (we'll overlook the legal stuff for the purposes of this discussion). Napster is just one example of a remarkable company -- a company that provided something so exceptional -- that everyone knew
about it.
In his book: "Purple Cow How to Transform Your Product or Service by Being Remarkable," author Seth Godin provides a short, readable primer on how to turn your business into a truly remarkable organization. Godin is a contributing editor to Fast Company magazine.
The basic idea is this: A business that does not stand out is invisible just another brown cow in a field of cows.
If you're a printer, Realtor, operate a construction firm, a bank, a dental office, or whatever -- what makes you any different than all the other people in the same business? How do you stand out in your field?
One of my favorite examples in the book is Dutch Boy Paint. It recently added twist-off tops and pouring spouts to its paint cans. (Have you seen it yet?
It is at www.dutchboy.com)
"Paint cans are heavy, hard to carry, hard to open, hard to close, hard to pour from and no fun," Godin writes. "Yet, they've
been around a long time, and most people assumed there had to be a reason. Dutch Boy realized
that there was no reason. They also realized that the can was an
integral part of the product -- people don't buy paint; they
buy painted walls, and the new can makes the painting process
easier."
Another example that I really enjoyed is the story of an ice-cream shop and its owner. On the counter sits a large stack of business cards listing the name and office phone number of the owner of the store.
And then the card reads, "If you have any comments at all about the store, please call me at home." It lists the owner's home phone number. Do you think people notice?
What does this have to do with technology?
