Positioning, messaging and distribution — then the channels themselves, funnels, retention, cohorts and growth loops. Starts with how a startup gets its first ten customers, not with brand theory.
How anyone finds out you exist
Lessons
Positioning and messaging — Positioning is the place you occupy against the alternatives. Messaging is the words. Most startups get the second one wrong because they skipped the first. (12 min)
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)
Funnels and conversion — Find the biggest leak, not the easiest one. Most founders optimise the top of the funnel while losing 90% at activation. (12 min)
Retention, referral and growth loops — A funnel needs constant refilling. A loop reinvests its own output. The difference decides whether growth compounds. (12 min)