One channel beats your best feature

Founders love the product and fear the selling. So they polish features and hope distribution sorts itself out. It doesn’t.

A mediocre product with one channel that works beats a brilliant product nobody can find. Reach is not a reward for quality — it’s a separate job.

Pick one channel and go deep before you add a second. One community you show up in daily. One search term you own. One partner who already has your audience. Spreading across five channels at once usually means being invisible on all five.

The test is simple: can you name the exact way the next hundred customers will find you? If not, that’s the work — not another feature.