Founders love to believe quality wins on its own. It does not. The graveyard is full of superior products that lost to inferior ones with better distribution.
Treating distribution as something you bolt on after launch is the most common fatal mistake. How people discover the product should shape the product.
The best products have distribution built into their design.
Designing for Reach
Ask early how a new user finds you and why they would tell someone else. No answer means a problem no feature fixes.
Built-in sharing and useful free tiers turn usage into distribution.