Nate Tilley argues that a great product dies without distribution. Most businesses can't rely on one channel, and you need sustainable economics to keep buying attention on Google, Facebook, and YouTube.
This is the number one reason that I see businesses die. People think that if you have a great product, then it should just sell itself. And what I have learned firsthand from generating my clients billions of dollars, is that if you don't have distribution, then you simply don't have a business. Most businesses, they can never, ever just get one distribution channel dialed in, and that causes their business to die. Because building a brand is a byproduct of distribution. If everybody's talking about you, if everybody knows about you, then by default, you have a brand. But in order to have everybody knowing about you, you need to have a business model where the economics stack up, where you can go out there and you can buy attention on Google or Facebook or YouTube or whatever it happens to be. You can still make enough profit to keep that feedback loop going, where you can keep on getting distribution.
