The Power of Product and Distribution: Connecting Startups and Information Consumption


Hatched by Glasp

Sep 21, 2023

4 min read


The Power of Product and Distribution: Connecting Startups and Information Consumption


In the world of startups, there has always been a debate about the importance of product versus distribution. Should a company focus on building an exceptional product and let the audience come naturally, or should it prioritize building an audience and then create a product tailored to their needs? This article explores both perspectives and delves into unique insights that can help startups thrive. Additionally, we will discuss the challenges of information consumption and how platforms like Joggo are revolutionizing the way we filter and digest content.

Product First, Audience Second:

One school of thought believes in the Apple way - creating a product so remarkable that people will go to great lengths to acquire it. This approach emphasizes building something beautiful and powerful that captures people's attention. Once the product is ready, the company can inform the audience about its existence. This strategy relies on the product's intrinsic value to generate interest and demand.

Audience First, Product Second:

On the other hand, some successful startups, like Instagram influencers-turned-fashion moguls, have embedded distribution into the very fabric of their product. These companies recognize the value of building an audience first. By capturing people's attention and establishing a loyal following, they can then introduce products that cater to their audience's desires. This symbiotic growth approach intertwines the product's value proposition with its distribution channel.

Symbiotic Growth and User Advocacy:

Startups like Ecosia, the search engine that plants trees, demonstrate the power of aligning product growth with a noble cause. By championing environmental sustainability, Ecosia not only gained user support but also inadvertently spread awareness through user advocacy. This organic growth, driven by users becoming advocates, showcases the potential of word-of-mouth marketing. Additionally, embedding a company's signature in user creations and public showcases, as seen with Airtable, can attract admirers and drive distribution.

Actionable Advice:

  • 1. Align your product with a noble cause to tap into the power of word-of-mouth marketing.
  • 2. Aim to make your users your advertisers by embedding your signature in their creations.
  • 3. Utilize public showcases to attract admirers and drive distribution.

Reducing Information Anxiety with Joggo:

Joggo, a platform that provides summaries of various content pieces, addresses the challenge of information overload. With an overwhelming amount of knowledge available, but limited time to consume it, Joggo offers a solution. Their summaries act as pre-written notes, aiding in memory recall and reducing information anxiety. By curating valuable content and providing concise summaries, Joggo enables users to consume more in less time.

The Art of Summary and Information Filtering:

While summaries can help filter content and provide a general understanding, they should not replace the process of reading and deepening understanding. Reading intensively and engaging with the content often leads to more ideas and inspiration. However, for individuals with limited time, summaries can serve as an effective tool for information selection and filtering.

Actionable Advice:

  • 1. Utilize summaries as a means of filtering content and selecting what to consume.
  • 2. Combine summaries with intensive reading to deepen understanding and generate ideas.
  • 3. Share concise summaries with teams to maximize productivity and knowledge sharing.

The Rise of the Curator Economy:

In the realm of information consumption, the rise of the creator economy has led to the unbundling of brands. Talented individuals are now creating their own media brands, and consumers are willing to support them for curated content. This shift showcases the demand for curated feeds of information from trusted sources, as sorting signal from noise becomes increasingly challenging.


The debate between product and distribution will continue to shape the startup landscape, with both approaches offering unique advantages. By aligning product growth with a noble cause and making users the advertisers, startups can harness the power of word-of-mouth marketing and organic growth. Additionally, platforms like Joggo provide a valuable solution to information overload, allowing users to navigate the vast sea of content efficiently. By combining the best of both worlds - exceptional products and effective distribution strategies - startups can thrive in today's competitive landscape.

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