Distribution

The First Ten Users Are Everything

Scalable channels come later. The first handful of users you recruit by hand decide whether there is anything to scale.

Founders obsess over scalable acquisition before they have proven anyone wants the thing. The order is backwards.

The first ten users, recruited one by one through sheer effort, teach you more than any dashboard. They tell you whether the product solves a real problem.

Things that do not scale are exactly what you should be doing at this stage.

Doing It by Hand

Talk to every early user personally. Watch them use the product. Fix what frustrates them that day.

Scale is a problem you earn by first proving the thing works at all.