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Concept
Distribution
Distribution is how your work reaches people. It is part of the product, not an afterthought bolted on at the end.
Why it matters
The best idea with no distribution loses to a worse idea with reach. Where and how you show up shapes what actually gets understood.
Common misconceptions
- That distribution is separate from the work. How something travels shapes how it is received.
- That more channels are better. The right channel where your people already are beats being everywhere.
How it connects
- CommunityA community is owned distribution.
- Network effectsNetworks are distribution that compounds.
- Word of mouthThe oldest and strongest distribution.
Essays exploring it
Books that shaped my thinking
The books behind this idea will appear here as the shelf grows.
Case studies applying it