Distribution
How your product reaches your buyer — channels, partnerships, awareness mechanics.
What it is
Distribution = the mechanics of getting your product in front of the buyer at the moment they're ready. Includes channels, partnerships, retail, search, social, referral.
Why it usually matters more than product
Better product + worse distribution = lose. Worse product + better distribution = win, often. Distribution compounds. Product features don't.
How to find yours
Look at where your category buyers spend attention. Look at where competitors lost vs gained distribution. Look at adjacent products that won — copy their distribution playbook.
Common mistake
Founders fall in love with product, neglect distribution. Result: a brilliant thing nobody knows exists.
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