creative distribution

First, it's OK if your distribution insight starts as a hack. For Airbnb, their early approach was cross-posting room listings to Craigslist where people were already desperately searching for places to stay. Airbnb had the inventory craiglist needed, and they took off.

1. Most founders are bad at growth, so if you're amazing at it, the advantage is significant. Consider: Most startups die not because founders are bad or products suck, but because they couldn't figure out how to get anyone to try them.

...is what approach you use to *acquire customers at scale.* Meaning, what's your *distribution* insight? Not just your product insight. Because if you build something good, often they will not simply come.