Distribution first

Don't build a product and then ask how to find customers.

The default startup process looks like this:

Idea → Product → Launch → Find customers.

But finding customers is often much harder than building the product.

So reverse the process.

Start with distribution.

Maybe you have an audience.

Maybe you rank on Google.

Maybe you run a community.

Maybe you know how to run ads profitably.

Maybe thousands of dentists read your newsletter.

Maybe you have access to a very specific professional network.

Then ask:

What can I build for these people?

If you already know how you will reach the first thousand customers, you have removed one of the biggest risks in starting a company.

Distribution itself can be the unfair advantage.

The product comes second.