If thousands of people could use the platform...
how do we reach them?
We could advertise. We could build organic traffic. We could create strategic partnerships. Marketplace discovery could eventually bring people in.
And there may be plenty of other channels you want to build.
But my brain naturally went somewhere I already understand pretty well: relationships.
I already know people who know people.
I've spent years building relationships with marketers, business owners, major leaders, entrepreneurs and people with organizations and audiences of their own.
That gives us something most new platforms have to spend a lot of time and money trying to create: a potential first wave.
But my relationships alone aren't the big idea.
My network could start the first wave.
But what could create the next one?
I can make introductions. But eventually, I run out of people I personally know.
Not introductions for the sake of introductions.
Introductions that create actual platform business.
The first wave could create the next wave.
Then the platform isn't asking us to personally acquire every future Host and customer.
We're giving relationships a reason to keep moving.
You don't have to be the expert. You might just know one.
HE CREATED THE CONNECTION.
The Creator does not have to become a Partner. She can simply be a Host.
Real customers create real platform usage. Real platform usage creates platform revenue.
The introduction created real economic value. That's what the proposed distribution model could recognize.
Customer. Host. Partner. Three different reasons to be here.
A creator can simply be a Host. A customer can simply be a customer. A Partner can simply make introductions.
Nobody has to “join the business” just to use the product.
Why put a paywall in front of a valuable relationship?
“Pay us first before you're allowed to refer them.”
That creates friction exactly where we want less of it.
PAID SOFTWARE SHOULD STAND ON ITS OWN VALUE.
If you create the relationship, start with the business you actually created.
Mike is Dustin's personal relationship.
If that relationship creates qualifying platform business, the working model could allow Dustin to participate in the direct economic activity he personally created.
Sometimes the person who changes the business is someone you've never met.
Depth shouldn't come from opening accounts. It should come from producing real business.
Otherwise someone could stack inactive accounts between themselves and one valuable Host just to manufacture participation.
Simply opening accounts should not be what creates deeper economic participation.
YOU EARN IT THROUGH PRODUCTION.
Deeper participation, if we decide to build it, would be unlocked through genuine customer and Host production rather than simply paying a fee or creating accounts.
The distribution money can follow real platform business.
Real commerce funds the model.
One great Host could be worth discovering.
Most won't.
The point is that discovering the right Hosts can create meaningful economic value for the platform.
And a relationship-driven channel potentially gives us thousands of people helping discover them.
What if some acquisition economics happened after the revenue?
A strong platform can potentially have paid advertising, direct acquisition, strategic partnerships, marketplace discovery and relationship-driven distribution working at the same time.
Different channels can do different jobs.
George, I'm not asking you to change everything you're building.
You may want to grow the platform directly.
You may run paid advertising.
You may build strategic partnerships.
Marketplace discovery may eventually become a major channel.
And there may be other directions you want to pursue
that we haven't even talked about.
None of that has to change.
The platform, product foundation and core capability are already there.
Marketing, relationships, positioning, launch strategy and first-wave reach.
You've already got the technology.
LET'S SEE WHAT THE MARKET TELLS US.
If it works, we'll have something real to build on together.
If we're going to ask people to help put the platform in front of others... what do we put in their hands?
The distribution model only works long term if there's a product people genuinely want, whether they're using it themselves or introducing it to someone else.
Free access can remove friction.
But I also started thinking about what a paid software experience could offer Hosts, Partners and serious users who want more from the platform.
And that's where I think the product model could get really interesting.