Distribution is the #1 skill you can learn right now

I think distribution is the #1 skill you can learn right now.

And that isn't just paid media, that's just one touchpoint, it's the creative, it's the website, it's every owned, organic thing someone runs into before they ever see an ad from you. Distribution only works if all of it works, together.

Building's become so easy the product is rarely the bottleneck anymore.

Coding's already been democratised.

Give it a bit longer and marketing agents will do the same thing to most of the efficiency plays in digital media, the campaign builds, the bid management, all the stuff that used to take a full day.

The actual hard part is getting a stranger to care, remember and then come back.

Once the agents are pulling the levers, the thing that actually separates anyone won't be the tech, it'll be what you're feeding into it, the creative flair, the human touch, the stuff that still makes a brand feel like a brand.

Skip that bit and it doesn't matter how good the build is, everything just comes out looking the same, like you ran it all through the same photo copier...