Growth starts with picking channels

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Find the Right Channel for Growth

Great products deserve the right spotlight—and not every stage suits every act. If your product thrives on social buzz, why hide it behind search ads? Finding product-channel fit is all about matching your product’s strengths with where it naturally performs best.

Here’s how to do it right:

1️⃣ Start with Distribution DNA:
Every product has built-in distribution potential. Dropbox rewarded sharing, Duolingo turned learning into a social game, and Airbnb relied on users spreading the word. Ask yourself: Does your product spark conversation? Is it made for communities or built for problem-solving? Knowing that helps determine if you lean social, viral, or intent-driven.

2️⃣ Align Product Strengths with Channels:
If you're B2B, your buyers are likely searching for solutions—search ads, SEO, and cold outreach might be ideal. B2C? Social-first platforms, influencer seeding, and niche communities can move the needle. Don’t guess—build a hypothesis based on your product's traits and user behavior.

3️⃣ Test Before You Scale:
Before you go all-in, run “painted door” tests: light, low-investment experiments that validate channel interest. Once you find early traction, optimize messaging, ramp up content, and expand touchpoints. Then, boost spend and give it time to compound. True product-channel fit reveals itself when scaling delivers consistent returns.

The Takeaway
Product-channel fit is the foundation of efficient growth. It’s not about doing everything—it’s about doing what your product is built for. The best acquisition strategy feels obvious in hindsight, but only after deep testing, alignment, and iteration.

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