First Customers (GTM)
Distribution & channel strategy
The channel is the strategy.
How do I figure out which distribution channel is right for my startup?
Run experiments, don't guess. Use the Bullseye framework from 'Traction': brainstorm across all ~19 channels, pick 3 promising ones to cheaply test...
Why does everyone say 'distribution is more important than product'?
Because a great product nobody can find dies quietly, while an average product with a strong channel wins the market. Most founders overspend on bu...
What are the actual distribution channels I can choose from?
There are roughly 19 well-known ones, SEO, content, paid ads, viral/referral, email, sales, business development, PR, community, existing platforms...
Should I focus on one channel or spread across many?
Focus. Early on, pick one channel that shows real traction and pour your energy into mastering it before diversifying, spreading thin across five c...
How do the fastest-growing B2B companies find and scale their distribution?
They start with high-trust channels, personal network and direct outreach, to land their first ten, then scale on a dominant engine, most often con...
As an Indian founder, how do I think about distribution for a global product?
The channel is still the strategy, but pick ones that don't require you to be physically in the buyer's market, content/SEO, product-led self-serve...