distribution

Founders

Big mindshift for me re: Product.

“Distribution” is not just a “phase” that you place your beautiful product into. 

For consumer products at least, distribution should be built in from the beginning as part of the product itself. 

+ how easy the product is to describe.
+ how easy the product is to find. 
+ how easy the product is to love.
+ how easy the product is to share.

^ Recommendation: Don’t wait for a “distribution phase” to build these growth features. Design and iterate your product with these in mind as probably the most important elements you’ll build.

💡 Distribution isn't a lane you merge into after launch—it's baked into the on-ramp.

I love this from @tldr. Too many founders treat distribution like a postscript. It's not. It's core. Especially for consumer products, discoverability, shareability, and emotional resonance aren’t “growth hacks”—they are the product.

I talk about this in my book: the most successful products solve a real job and come with built-in surface area for distribution. That means:

You can describe it in one breath.

It’s obvious who it’s for.

People want to talk about it.

The “aha” moment is contagious.

Don't wait for a "go-to-market" moment. You're in the market from day one.

Distribution Is Hard—Don’t F* It Up (PDF) https://docs.google.com/document/d/1UuNiYi_VdYub769BGOMITyv7aImLSEp54sfPuFE16G0/edit?usp=sharing  

Distribution Coach (V1) on ChatGPT https://chatgpt.com/g/g-680c80d436108191a9f8fef981e5eb8b-distribution-coach-v1 
discuss this in my book: the most successful products solve a real problem

playing /bracket, assisting /bracky, talking /greatbooks