The startup game is all about distribution now; we’ve heard it so many times.
Hot take: I think there are two different ways to build distribution, the Cluely way and the Bryan Johnson way.
- The Cluely way: Build distribution for distribution’s sake. Do whatever it takes to generate buzz, including stirring up controversies – in fact, more controversies are even better. The ultimate goal of creating buzz is to sell the product
- The Bryan Johnson way: Start with a mission, create content and community around that mission over a long period of time, then offer a product that aligns with the mission
Personally I’m more of a fan of the Bryan Johnson way.
Massive credit to the Cluely team – they’ve mastered the art of buzz-making. And yes, I know Bryan Johnson is no saint, there’s a lot of controvery around him.
But I think there’s something special about building content and community over time, around a genuine passion and purpose – even in today’s distribution-first world.