Playbook 04

Distribution & growth

A great product nobody finds is worth zero.

The question this step answers

How do I reliably put this in front of people who have the pain?

First principle

Distribution is the oxygen. A great product nobody can find is worth zero. AI lets you mass-produce content and outreach, but channel, message, and customer have to genuinely fit. You do not need every channel — you need one channel that works.

Key steps

  1. 1

    Find where the customer already is

    Find where your customer already hangs out: which platform, which group, which search term. Go where they already are; do not build a new venue.

  2. 2

    Win one channel first

    Pick one channel and win it before spreading out. Get one working, then consider the next.

  3. 3

    Mass-produce content and outreach with AI

    Use AI to mass-produce on-message content and outreach. AI brings volume and drafts; you bring the message and the judgment.

  4. 4

    Measure replies, clicks, signups per channel

    Measure per channel: reply rate, click rate, signups, and ultimately payment. Read the data, not the vibe.

  5. 5

    Double down on what converts, drop the rest

    Pour resources into the channel that converts to payment, and cut the rest without hesitation.

Do

  • Go where customers already are to find them.
  • Win one channel first.
  • Let AI scale on-message content.
  • Measure all the way to payment, not just reach.

Don't

  • Be weakly present on every channel.
  • Chase good-looking reach numbers.
  • Outsource the judgment on the message.
  • Mistake views for demand.

Copy-ready prompts

Find the channel and the way in

My product is [one-sentence product], the target customer is [specific customer], and their sharpest pain is [pain].

Help me:
1. List the 5 places my customer is most likely to gather today (platforms, communities, search terms).
2. Pick the one channel most worth winning first, and explain why.
3. Give 3 concrete actions I can take in that channel in the first week.

Batch content drafts

The channel I am focusing on is [channel], the customer's pain is [pain], and my core message is [one-sentence message].

Write 10 on-message content/outreach drafts in the customer's own words. Each one should:
1. Open from the customer's real pain.
2. Lead naturally into my value without hard selling.
3. End with one clear next step.

Keep the tone plain, no hype, no exclamation marks or emoji.

Acceptance signals

  • One channel reliably produces leads that pay.
  • You know the cost to acquire one paying customer.
  • The message lands in the customer's own words.