Hi everyone, it’s day 16.
We’re halfway through this 30-day distribution ride, and honestly, it’s been quite a journey.
Over the past few days, we’ve talked about a lot of loops, platforms, embedded systems, creators, and even marketplaces. And I really hope some of the things I’ve been sharing are starting to take shape in your mind, too. That you’re beginning to think differently about how products move, how distribution actually happens, and how all these tiny systems connect to build momentum.
There’s this article by Adia Sowho, Beyond the Billboard, that I really love. It talks about the base of the pyramid and made me rethink how we view markets — especially in economies like ours. I also came across Brian Balfour’s essays — The Next Great Distribution Shift and How to Navigate the AI Distribution Landscape — both of which dig into where distribution might be heading next.
And if you’re curious about how some of these ideas tie into broader business thinking, this Harvard course on Business at the Base of the Pyramid and the classic Fortune at the Bottom of the Pyramid paper are great deep dives.
AI is changing a lot of how people search, how they discover products, and even how they decide. Search won’t die, but it’ll change shape. And that means distribution will too. We’ll start seeing new paths open up new ways for products to find people, and for people to find products.
As we move forward, it’s about finding balance.
Some of our ecosystems still need foundational, non-advanced systems, and that’s perfectly fine. Not every market evolves at the same speed. But at the same time, we can’t ignore what’s emerging. The best thing any marketer or brand can do now is stay curious. Watch where attention flows next. Experiment with small bets in new channels. Prepare your products to move through new systems, even before they’re fully formed.
So yeah, day 16 feels like a little checkpoint. A moment to look at how far we’ve come and what’s still ahead.
Because if there’s one thing I’m sure of, it’s that distribution is going to keep evolving, and it’s on us to grow with it.