Distribution is overrated

Bit of a different post today, not so much the daily happening more thoughts. If this looks cool, maybe I’ll make a separate place for this hmmm?

As we move toward an age of anyone can build anything, the strongest differentiate, as many have said, will be distribution.

I disagree.

Distribution is easy. Especially if you have the funding for it.

If you can have 20 UGC creators pumping out 5 reels a day, statistically you’re bound to lock in on distribution. Does it take skill yes? Is it mind blowing? No.

Personally I think the companies that will be ahead of the pack will be ones that not only have great distribution, but have great community.

You can optimize for views, sure, but at the end of the day views will be where it ends.

Conversion is lower, you’re not building an audience or customer base that actually cares if you’re just churning out brainrot reels 24 hours a day.

It works, yes. To an extent.

The question then becomes, how do you build community?

How can you effectively build an audience of people who care about you/your product, who are loyal, who would pay, or recommend to a friend.

Even on a personal branding level, because these days you’ll need to be as locked in on that as if you were a startup in itself.

How do you get people to care about you? How can bring value if maybe you’re just someone starting out? How can you not only grow your following, but also foster a place where your followers care about each other?

This is the next phase in a world we’re the base act of creating content has been simplified.

“Anyone can cook” the line from ratatouille, is all the more true in an age where designers can vibe code their art into experiences.

Where anyone is a CTO from their couch.

But you build a community by being human, and that’s something that by definition, no AI can replace.

The only question now, is how?