I think luck has two meanings. One is the traditional sense, when you buy a lottery ticket and you end up $1M richer. That's luck by pure chance. Luck on the other hand can be more deterministic and people still call it that. For example you start a chain of events that end up hugely in your favor. If you don't know what caused it, you might call it luck, but in fact you put yourself on the course to make that happen.

For me the other meaning of luck is when opportunity meets potential/preparedness. If you are 100% capable of going live next day and you bump into a reporter it's much more likely that they will feature you. And you can put yourself into situations when it's more likely to meet reporters if that's what you think need next. From the outside it will still look like "oh Zifffify was so lucky that they got featured on XY".