Why Distribution Matters More Than Your Product

Many entrepreneurs believe that if they create something incredible, customers will naturally find it.

This is a dangerous myth.

The reality?

Even the best products need strategic distribution.

Companies like Dropbox, Airbnb, and Superhuman succeeded not just because they had great products but because they prioritized marketing and audience-building early on.

Here’s what happens when you ignore distribution:

• You spend months (or years) building in isolation.

• You launch, expecting instant traction.

• You scramble for customers but struggle to get any attention.

• You run out of money and motivation.

Instead of letting this happen to you, flip the script.

How to Build an Audience Before You Launch

The smartest founders don’t wait until launch day to start marketing—they begin before they even build the product. Here’s how you can do the same:

Talk to Your Ideal Customers From Day One

Before you write a single line of code or manufacture a single product, start talking to the people you want to serve. Ask them:

• What are their biggest challenges?

• How do they currently solve them?

• What would make their lives easier?

This not only validates your idea but also helps you build relationships with potential customers who’ll be eager to try your product when it launches.

Example: Before building the productivity app Superhuman, the founder, Rahul Vohra, interviewed hundreds of users to understand their pain points. This customer-first approach helped shape a product people were actually excited about.

Create Content That Attracts Your Audience

Content is one of the most effective ways to build an engaged audience before launch. You can do this by:

• Starting a blog on Medium or Substack sharing insights about your industry.

• Posting on LinkedIn or Twitter about trends, challenges, and behind-the-scenes of your journey.

• Creating a newsletter where you provide value and keep people excited about your upcoming product.

Example: Notion, the all-in-one productivity tool, built a cult-like following by sharing tips and templates before their product became mainstream.

Build a Waitlist (and Actually Engage With It)

A simple landing page with an email sign-up form can work wonders. But don’t just collect emails—nurture them. Send updates, share progress, and offer early access to keep potential users engaged.

Example: When Robinhood was preparing to launch, they built a waitlist that generated massive buzz, leading to over a million sign-ups before the app was even live.

Leverage Communities and Partnerships

You don’t have to build an audience from scratch. Tap into existing communities where your ideal customers hang out.

• Join relevant Reddit, Facebook, and Slack groups.

• Contribute valuable insights without being overly promotional.

• Partner with influencers or businesses that share your audience.

Example: Airbnb initially got traction by leveraging Craigslist’s user base to attract travelers looking for alternative accommodations.

Test Your Idea With a Mini-Launch

Instead of spending years building in silence, release something small—like an MVP (Minimum Viable Product) or a free resource—to gauge interest and gather feedback.

Example: Zappos’ founder, Nick Swinmurn, started by taking pictures of shoes from local stores and listing them online before even building a full-fledged e-commerce site. The strong demand validated his idea before he invested heavily in inventory.

Action Steps: What You Can Do Today

1. Talk to five potential customers this week and learn about their pain points.

2. Create one piece of content (blog post, tweet, LinkedIn post) sharing insights related to your industry.

3. Set up a simple landing page to collect emails for early access.

4. Join three online communities where your target audience hangs out.

5. Test a small version of your idea to see if people are interested before building the full product.

YOUTUBE TREASURE

👉My Pick: I Built 4 Businesses in a row to Show It’s not luck