To create and innovate is process of thinking and producing a product in a competitive market.
To escape this death by a thousand cuts you must deliver it all in a new way.
You need to be the first and therefore the best.
As a reward you win the ‘game’ and get to escape the competition to become a monopoly.
Going viral is growing vertical not being a copy cat or competitive.
To use flow as a metaphor might be useful.
All your values or fruit of your innovative and creative endeavours bind together to make you the strongest and smartest competitor with the best innovative and creative product.
Your ‘starting up’ allows you to cooperate and collaborate and think to create and innovate.
Be a lean work of art and go viral!