Why Chasing Distribution Before Creating Brand Demand Can Be Your Most Expensive Mistake. (And Why Understanding It Doesn't Mean You Can Execute It)
Most founders don't want to skip distribution. They want to accelerate it. They sign a distributor, secure a grocery listing, announce a market entry. It feels like momentum.
The distributor has 500 other SKUs. The grocery listing rotates out in six months because nobody is buying it off
