09.1 · Capability in Distribution

Go-to-market strategy

The plan for bringing a product or feature to its audience: which people, which channels and what message.

Map3 skills

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09.1.1Channel selectionChoosing the few channels most likely to reach your audience.
09.1.2Launch planningPreparing the timing, audience and activities for a launch.
09.1.3MessagingThe words used to describe the product's value to a specific audience.

Mark all 3

Where to start

3 resources

articleStart here
Four fits for $100M+ growth ↗
Brian Balfour · 10 min
Market, product, channel and business model have to fit each other; a great product with the wrong channel stalls.
articleStart here
Do things that don't scale ↗
Paul Graham · 2013 · 19 min
Why the first users usually come from manual, unglamorous work, and why a big launch rarely saves you.
articleStart here
An introduction to positioning ↗
April Dunford · 2020 · 5 min
The five parts of positioning, starting from the alternatives customers would use if you did not exist.

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