“I hope you live without the need to dominate, and without the need to be dominated. I hope you are never victims, but I hope you have no power over other people. And when you fail, and are defeated, and in pain, and in the dark, then I hope you will remember that darkness is your country, where you live, where no wars are fought and no wars are wo... See more
cohorts deliver unexpected outcomes. And here’s why you should really care about cohorts - businesses and individuals operating in uncertain environments and looking to do new things (“innovation”) need operating principles that enable and empower new outcomes.
Cohorts - inside the organization, outside the organization - are the operating logic of... See more
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.
The best definition of product positioning I have seen yet:
“create a space inside the target customer’s head for ‘best buy for this type of situation’ and to attain undisputed occupancy of that space.”