Autocatalysis: Revealing How Things Go Viral

Autocatalysis is when one of the products of a chemical reaction act as a catalyst for the same reaction. In simple terms, as the reaction proceeds, and the product accumulates, it speeds up its own production. The result is exponential growth and rapid transformation that builds on itself. While originally a chemical concept, it can be used widely as a mental model to assess self-reinforcing processes in various domains. Crystal growth is an awesome example of autocatalysis. The growth rate depends on the surface area of the crystal. So as it grows, growth rates accelerate further, forming a positive feedback loop.

The core characteristic of autocatalysis is that a reaction produces a catalyst which, in turn, speeds up the reaction. Thus a rapid increase in product concentration over time can be observed. The more product, the faster it goes, producing even more product. Think of network effects in technology. A popular social network becomes more valuable as users join. Which in turn attracts more users. The process is not linear. A small improvement in a team’s efficiency, for instance, can result in a culture that expects excellence. Meaning even more efficiency, resulting in an acceleration of productivity over time.

But don’t be fooled by the threshold tendency of autocatalytic reactions. They often have tipping points. Before there is enough of the catalyst, the reaction proceeds slowly. Until… Boom! Once the tipping point is reached, the process explodes. A textbook case of this is social change. It typically starts small. Insignificant, even. Most social movements struggle to gain traction at first. But once it attains a critical mass of supporters—the catalyst in this case—momentum escalates. It results in rapid, widespread change. Seemingly overnight. Though we, knowing the principle of compounding and autocatalysis, are well aware that it was the accumulation of product that caused the self-reinforcing reaction.

Real-life implications of autocatalysis:

• Chemistry and biology: chemical reactions like the decomposition of hydrogen peroxide operate on the autocatalytic principle. The reaction product accelerates further decomposition. In biology, processes like cell division or the spread of a virus follow autocatalytic characteristics—each new cell triggers more of the same, one divides into two, two into four;

• Economics and business: in business, products that become popular grow even further and benefit from network effects. For example, a new technology platform could grow slowly at first, but as more users join and contribute, its value skyrockets, attracting even more users. Startups often experience rapid growth once they achieve a product-market fit, as the adopters acts as catalysts and help them spread to broader markets;

• Social dynamics: cultural trends, memes, and viral content follow the autocatalytic curve. Once a piece of content begins to spread, each share increases the likelihood of further propagation, resulting in exponential reach. Similarly, grassroots movements rely on autocatalysis. Initial small acts of protest inspire others, eventually reaching a critical mass that catalyzes significant social and/or political change;

• Personal development: establishing a good habit can be seen as an autocatalytic process. The more you practice a habit, the easier it becomes, which in turn makes you more committed to it. As you build competence and/or skill in a new area, each success builds on itself and boosts confidence, accelerating the process over time.

How you might use autocatalysis as a mental model: (1) look for self-reinforcing mechanisms where applicable, where early successes or actions result in a catalyst for further, exponential growth—starting a business, recognize that every positive customer review boosts your reputation and drives more customers in a virtuous cycle; (2) leverage the network effect, knowing that increased participation motivates even more users to join, forming a positive feedback loop; (3) plan for thresholds, recognizing that some autocatalytic processes tend to have a slow start before they kick in—launching a new product, know that your initial investment in marketing might take time to reach adopters, but once the critical mass is attained, fast growth can be expected; (4) keep track of growth and be ready to scale your efforts once autocatalysis kicks in—customers in the door need to be customers served; (5) always prioritize self-reinforcing catalysts in the early stages of a journey, be it personal development or a startup venture.

Small, strategic inputs can trigger self-reinforcing cycles of growth. Recognize and leverage these self-amplifying, self-sustaining processes. This way, you create systems—whether in business, social settings, or personal habits—that accelerate progress exponentially. Embrace autocatalysis. Grow that snowball. It won’t take long until it becomes an avalanche.