Every week there’s some article about a donut shop or hot dog stand that blew up on TikTok.

Millions of views. Lines down the block. Media coverage. The works.

And every time, I hear small business owners whisper the same thing:

“Man, if I could just go viral…”

Let me stop you right there.

Going viral is a fantasy.

Being unforgettable is a strategy.

Virality Is a Sugar Rush

Sure, going viral can give you a temporary high.

But do you know what happens next?

• You get overwhelmed.
• You run out of product.
• You blow your staff out.
• You piss off loyal regulars.
• You burn out trying to keep the hype alive.

Then the crowd disappears faster than your ROI.

You didn’t build momentum. You built a moment.

And your business deserves more than that.

What You Actually Want Is Retention

You don’t need 10,000 strangers stampeding your store.

You need 200 locals to show up again and again because you’re the one spot they can’t stop talking about.

You want the person who tells their friend:

“Have you been to that place yet? The one with the crazy handwritten signs?”

Or

“The one where the barista remembers your name and your order?”

That’s real. That’s sticky. That’s sustainable.

Unforgettable Starts with Intention

Be honest. What makes your business memorable right now?

• Is it your vibe?
• Your staff?
• The music?
• The weird stuff on your walls?
• The smell of the place?
• The handwritten thank yous?

If you’re drawing a blank, you’ve got work to do.

People remember details.

People remember how you made them feel.

And you can control that better than any algorithm.

The Notebook That Made Me Money

Back when I owned my convenience store, I trained staff to do one thing consistently.

Write it down.

If a customer asked for something we didn’t have, it went in a notebook behind the counter.

If we heard the same request more than once, we’d order it.

That notebook made us unforgettable. Because customers came back and saw we listened.

One guy said, “Wait, you actually brought that in for me?”

Damn right we did.

It wasn’t viral.

But it made people talk.

And it made people come back.

Real Talk

You’re not one viral clip away from saving your business.

You’re one intentional move away from making it unforgettable.

And that’s way more powerful.

Action Steps

• Pick one thing people will remember about you. Make it bold.
• Train your staff to listen, not just serve.
• Ask 5 regulars what they actually remember about your store. Then lean in.
• Stop chasing algorithms. Start building a brand that sticks.