Day 23: Precision Over Reach
Why being everywhere doesn’t matter if you’re not exactly where your audience is.
It’s been a while, and honestly, this journey has been interesting. There’s still so much to say the harder part now is just deciding what to talk about.
Today, I want to talk about targets and precision.
When it comes to distribution, precision isn’t just nice to have, it’s the whole thing.
AI has completely reshaped how we distribute and reach people. It’s removed friction, but it’s also created noise. Anyone can distribute now, which means it’s easier than ever to waste “distribution”. That’s why targeting has become a technical skill.
It’s no longer enough to say “our audience is marketers” or “our users are creators.” You have to map them technically, what platforms they use, what tools they rely on, what mode they prefer. You have to understand how they behave inside the systems you’re distributing through.
For example, if your audience uses ChatGPT heavily, maybe the distribution channel isn’t just X (Twitter) or email, maybe it’s a GPT-embedded workflow. If they’re on Notion all the time, maybe it’s a Notion integration. If they’re on iPhone more than Android, that tiny detail changes how you design your touchpoints, how you distribute, and even how you track.
That’s what I mean by precision the intersection of data, audience behavior, and systems thinking.
You also need to be open to accidental channels. Sometimes, people discover you through unexpected surfaces, a plugin, a template, or a small automation someone shared. Those moments are data, too. They’re signals showing where your distribution naturally flows.
And that’s the beauty of thinking technically about marketing; now every interaction produces data. Every piece of engagement tells you something. The more granular your data, the sharper your distribution.
So don’t just think of “targeting” as a campaign setup thing. Think of it as an engineering problem, defining variables, mapping systems, setting triggers, and refining based on feedback loops.
That’s how you stay precise. That’s how you distribute smart.
See you tomorrow.