Don’t Simply Build—Master the Art of Distribution and Sales

There’s a common myth: if your idea is good enough, people will just show up. In reality, even the best invention needs actual selling—a way to move it from creator to user. Some products make sense with in-person pitches (think buying a car or fundraising for a cause). Others pick up momentum when early users love them so much, they share with friends. The point is, there isn’t just one way—what works depends on price, complexity, and audience size. Studies show that teams who see sales as everyone’s job, not just a department or 'the sales guy,' achieve faster growth and higher success rates. Integrating this from the start prevents last-minute panic and ensures you never waste hard work on unseen products.

Whatever project you’re planning, ask yourself—do I know exactly how this will reach its audience, or am I counting on luck? Map out your distribution strategy as carefully as the product itself, matching personal outreach, campaigns, or viral features to the context. Try out your sales message live with a real person, listen closely, and adjust based on what connects. Make sales and communication a team-wide priority, developing at least one strong advocate so you aren’t caught flat-footed. The leap in impact will surprise you—just avoid waiting until after you 'build' to worry about sales. Get started this week.