Build to Spread

For a long time, I thought success came purely from building great products. I focused relentlessly on creating remarkable user experiences, almost believing that quality alone would naturally attract users. It worked (sometimes) but eventually, I realized something important: every meaningful jump in growth wasn't due to building alone. It was always about distribution.

Distribution isn't just sales, and it's certainly not just marketing. And Product Management isn't merely about solving problems or creating excellent software. Building to spread means creating something people genuinely desire and delivering it at scale and at exactly the right moment. When executed well, spreading feels effortless—almost as if the product promotes itself. Yet behind each effortless moment of word-of-mouth is careful planning, thoughtful execution, and exceptional quality.

The strongest teams I've met understand that building and distributing are not separate tasks. They know that solving important problems includes making sure the solution reaches as many people as possible. They make product decisions knowing each one helps to create or strengthen connections with users.

Building without distribution is just output without outcome.