The Power Law of Distribution

• For any given business, one distribution channel will likely be far more powerful and effective than all others combined.
• The "kitchen sink" approach—trying to use a little bit of every channel—is a recipe for failure. It spreads resources too thin and results in mastering none.
• Most startups fail because of poor distribution (getting zero channels to work), not because of a bad product.
• The primary strategic goal should be to identify and master the single best distribution channel for your business. If you can get just one channel to work effectively, you have a great business.