Something that’s become clear to me is that *distribution* is actually the biggest lever you can have, not an audience. Building an audience is still great advice because an audience is a distribution channel, but you can have great distribution without a personal audience.
Not sustainably over the long haul though. A company can’t really reach lasting scale using that technique.
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I guess it depends, many DTC brands sell almost exclusively to unaware audiences through paid ads.
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Yeah. I’m pretty bearish on a lot of the DTC trends. They seem to be impulse oriented (and don’t lead to repeatable sales for the brand). “Fool me once, shame on you; fool me twice, shame on me.”
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Distribution is the opportunity to persuade someone they need your product. They may decide they don’t need it, they might try it & decide your product sucks. Without distribution you’re not even in the game.
Audience is great if its a good match for what you’re shipping.