(this is a cross post from Ariel Diaz’s blog The Ambitious Life)
The Product-Distribution Framework
Given that the product vs distribution debate is not just an either or, I wanted to create a framework to help me think and evaluate the tradeoffs of each, and take into account the strength of each. So I created a simple 2×2 matrix comparing weak and strong product vs weak and strong distribution, using a fun theme of plants to characterize the various types of companies (trust me, it’s much safer for work than the initial images).
The Oak Trees – Great distribution and product feed on each other to build great companies
At the top right are the truly great companies, that have created solid products and achieve successful distribution to reach enough people. These great companies are household names, including Facebook, Apple, and Google. There are various paths to get there, but most of these companies have a fanatical devotion to creating a solid product, coupled with a very smart, disciplined, and powerful distribution. Throughout the growth, these two strengths continually feed on each other creating a positive feedback loop.
Example: Apple in 2010 – Apple is firing on all cylinders, led by Steve Jobs’ literally maniacal focus on creating a perfect product. But it’s easy to forget how strong the Apple marketing engine is, creating hundreds of millions of dollars of free publicity with every product launch. They have also created one of the world’s strongest brands, and use their huge profit margins to build a wildly successful retail distribution channel.
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