First-time founders often fall in love with their product, believing that if they create something amazing, customers will come flocking to them. This mindset isn't wrong, but it's only part of the equation. The reality is that even the best product will struggle without an effective plan to get it in front of the right audience. This shift from product obsession to distribution focus is what seasoned founders embrace.
When we look at success stories like Dropbox or Slack, it's easy to assume that product flywheels are the holy grail. Dropbox leveraged its viral growth model to grow 3,900% in 15 months, incentivizing users to invite friends in exchange for storage. Similarly, Slack became indispensable for teams, growing from 50,000 daily users to 1 million in a short period. However, these companies are outliers.
The obsession with building a perfect product can blind founders to a harsh reality: Customer acquisition doesn't just happen on its own. You can create a revolutionary product, but if no one knows about it, it won't matter. Many startups failed not due to weak functionality, but because they couldn't establish effective distribution channels.
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