Reach by design
Distribution Is the Strategy
A great idea nobody encounters is a private hobby. We plan distribution before we make the work — not after.
Teams spend ninety percent of their energy on the artifact and ten percent on whether anyone will see it. Reverse that ratio and the same work performs differently.
Make the channel part of the brief
- Decide where it lives before deciding what it is.
- Shape the format to the feed, not the feed to the format.
- Build the first thousand views into the plan, not into hope.
Momentum before the scroll beats perfection after it.
Distribution isn't the thing you do once the work is done. It's the constraint that makes the work good.