Build Distribution, Not Just Product
Why building distribution matters.
Building distribution while developing an app/product/service is crucial for founders and entrepreneurs because it ensures their product is not only well-made but also well-received by the market. Here’s why:
1. Early Validation of Market Demand
Testing distribution strategies helps validate that there is a real, accessible audience for your app.
It provides feedback on messaging, positioning, and even product features before a full launch.
2. Reduces Risk of “Build It and They’ll Come” Failure
Many apps fail because they focus solely on development, assuming users will show up once it’s launched.
Building distribution ensures you already have interested users or customers ready to engage.
3. Better Resource Allocation
Early distribution efforts can reveal which customer segments resonate most, allowing you to focus development on features that matter to them.
It helps prioritize the right channels and strategies, saving time and money later.
4. Network Effects and Momentum
Starting early allows you to build community, partnerships, and brand awareness that compound over time.
By the time your app is ready, you’ll have a pre-built audience, reducing the time to scale.
5. Improved Investor Confidence
Investors are more likely to back a founder who demonstrates not just technical ability but also traction and a clear path to market.
Strong distribution signals readiness for scalability and profitability.
6. Faster Feedback Loop
Engaging with potential users during development creates a feedback loop that sharpens your app’s value proposition.
You can identify and address pain points more effectively, leading to a better product-market fit.
7. Distribution is Harder than Building
While coding an app has a clear process, finding and convincing users to adopt it is less predictable.
Starting distribution early gives you more time to experiment, fail, and refine your approach before relying on it post-launch.
By aligning product development with distribution efforts, founders can build an app that not only works but also succeeds in the marketplace.
Our friend @shaya is cooking up something cool with @rafflecast! Check it out.
My man! 🤝💜
🤝 💜 Wrote this one today. https://paragraph.xyz/@jonathancolton.eth/build-distribution,-not-just-product
This article is extremely insightful and you’ve already inspired a feature update! Appreciate you writing and publishing this. I will be sharing it with my team during tonight’s meeting 🫡
The hardest part of being a founder is getting distribution. Yet it's the least understood/explored idea in start-ups. "The conventional thinking is that great products sell themselves; if you have great product, it will inevitably reach consumers. But nothing is further from the truth." CS183: Startup - Peter Thiel Class Notes Building distribution while developing an app/product/service is crucial for founders and entrepreneurs because it ensures their product is not only well-made but also well-received by the market. /distribution matters! https://paragraph.xyz/@jonathancolton.eth/build-distribution,-not-just-product?referrer=0xe19753f803790D5A524D1fD710D8a6D821a8Bb55
Good read
thanks man!
it’s the reason why ppl prefer building infra vs apps i’ve to say it’s not easy to work on distribution, but now i’m learning to focus more energy on it vs building sometimes i feel like i still fall into the building trap…
I think everyone falls into the building trap, because ideas are cool and making something is intrinsically rewarding. It's great to hear that you are more focused on distribution. Personally, it's my key area of focus. And to help the FC builder community be better distributors, I created /distribution.
very true JC! Also wrote about it before and it needs more pounding because it's so critical and so overlooked! https://paragraph.xyz/@buildbetter/bfg-innovation-and-distribution
putting out a fire. but bookmarked to read this evening
how's that fire coming?
its heating up brother
Building distribution while developing an app/product/service is crucial for founders and entrepreneurs because it ensures their product is not only well-made but also well-received by the market. https://paragraph.xyz/@jonathancolton.eth/build-distribution,-not-just-product