Distribution

How your product reaches customers — the channels through which people discover and adopt it.

Example

Founder-led outbound, a partner integration, SEO, a community.

Distribution is more often the constraint than the product. Most founders over-invest in building and under-invest in being found.

Channel — One specific route to customers — SEO, paid ads, outbound email, partnerships, communities, content.
Product-led growth (PLG) — Growth driven by people using the product itself — free tiers, trials, sharing — rather than by a sales team.
Growth loop — A cycle where the output of using the product feeds back into acquiring more users.

Getting your first ten customers — Not from a channel. From you, personally, one at a time — and that is the correct way to do it. (12 min)
Choosing a distribution channel — Most startups win with one channel, not five. Picking it is more important than executing it well. (12 min)
Evaluating an idea honestly — Nine dimensions, assessed as evidence rather than as a score. What you know, what you assume, and what is still unvalidated. (15 min)
Entering another country — Usually later than founders think, and usually harder. What has to be true before it is worth the distraction. (12 min)