Commodity Distribution

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Marketing is an arbitrage on attention. Anyone can pay for Google ads or Facebook ads. They're only going to be so effective (even with an expert Media Buyer).

Distribution requires forming connections, which is why Owned Distribution is so powerful.

The art to effective marketing is to find some form of Attention Arbitrage.

Strong distribution comes from finding an inexpensive customer acquisition channel and piling up users through that underpriced edge. Nothing did this when they launched their new phone through YouTube tech review channels. They were the first to market a product seriously using this distributive channel to their ideal customers. It was a place people hadn't realized yet.