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How to Choose a Growth Channel For Your Next Product
Product-market fit is not enough — great products don’t sell themselves anymore
Distribution is more important than ever.
Building a product from scratch has never been easier. Long gone are times when one needed enormous resources. Anyone can pull out a no-code tool or a web-builder and build a product within days.
With so many new products, competing for customers’ attention is getting increasingly harder. And our value proposition, no matter how unique, is useless if customers don’t even try the product.
Many people first focus all their effort on building the right product and only then think about marketing it. The problem with this approach is that products are made to fit the rules of specific channels.
Suppose our target audience is best reached through SEO. Our value proposition then must include generating content at a scale; without it, winning SEO will be impossible. Similarly, we won’t get viral if our value proposition doesn’t incentivise any form of virality in the first place.
Products are built to take advantage of specific channel. ~Brian Balfour
Let’s look at how we can approach choosing and mastering growth channels for better…