Marketers are often asked by their bosses to create something that will go viral. The problem? Viral is rarely the result of careful planning. Most of what goes viral is pure luck of the draw. And here’s the real issue: for a video or other content to go viral, it has to be dramatically different — funny, strange, confounding, surprising. Most companies aren’t interested in producing that kind of content. All of which leaves marketers stranded. If you’re expecting your team or agency to produce something that will go viral, give them complete creative freedom and see what they come up with. Then have the nerve to let it launch.