Most founders believe distribution creates demand. It doesn't — it amplifies whatever demand you've already built. Everything you need to understand how the distributor system actually works, and how to make it work for you.
Distributor Strategy
You can have the best story in the category and still lose the shelf. This isn't a knock on brand building. A compelling story gets you meetings. It gets buyers to take the sample. It gets a distributor to add you to the book. Narrative has real value
Distributor Strategy
Founders don't experience ego as ego. They experience it as conviction, taste, and stewardship. Here's how those protective instincts create friction inside the distribution system — and what to do about it.
Distributor Strategy
Distributor reps don't prioritize the brands they believe in most. They prioritize the brands that are easiest to move. Here's what actually drives rep attention — and how to design a brand that earns it consistently.
Distributor Strategy
A first placement is not product-market fit. It's an invitation to prove it. Here's how to read the difference between a support problem and a placement problem — and what to do when reorders aren't coming.
Distributor Strategy
Most emerging brands think signing with a distributor means gaining a sales force. It doesn't. Here's what distributor reps are actually optimizing for — and what it means for how you build your brand.
Distributor Strategy
Distribution gets you into the room. It doesn't make anyone care that you're there. Here's why expanding your footprint before building real consumer demand is one of the most expensive mistakes an emerging brand can make — and what to do instead
Distributor Strategy
Signing with a distributor feels like gaining a partner in building your brand. It isn't. Here's what you actually bought — and what it means for how you price, sequence channels, and build demand.