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Key Takeaways Treat distribution as part of the product from day one, not an afterthought after launch.
Get genuinely good at one distribution channel before spreading yourself thin across all of them.
If you are hiring for marketing help, hire for demonstrated distribution results in a context similar to yours, not for credentials or confidence.
Building a product used to be hard. You needed developers, infrastructure, a technical co-founder, runway and a full team just to get to something working that, more often than not, nobody wanted anyway. The barrier to entry was steep, and most people never made it past the idea stage.
AI changed that — quietly, then all at once
Today, you can have a working product in a weekend — with a database, user authentication, payment integration and a decent UI. Most people will argue that this is not scalable, but you need at least one person to use your product before you start worrying about scaling.
The first version of something just needs to work. AI-assisted development tools have made that weekend sprint genuinely possible for people who couldn’t write a line of code three years ago, which means a 22-year-old with no computer science degree can now ship something that would have required a six-person engineering team not long ago.
Personally? I could start five companies a week right now if marketing and distribution were not a concern. Maybe two. I’m being dramatic, but the point holds.
And then you finish building
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