Why Distribution Comes First in 2025

Drawing on the article's argument, the author contends that founders should build distribution, not just product, because distribution is now more important and more defensible than product innovation. The article says customer acquisition costs keep rising, that Patrick Campbell sold ProfitWell to Paddle, and that a strong brand built on trust and consistent storytelling lasts longer than product advantages that AI-assisted engineering can erode. It also says VC firms have become media companies, offering distribution through podcasts, YouTube channels, communities and conferences, and it advises founders to build their own brand and expect to spend more time on distribution than they would have 5-10 years ago.