It’s been the case for years.
Perhaps even several years before AI really took off.
Building stuff is cool. It’s fun and rewarding and is a wonderful way to solve your own problems.
But no one else knows and no one cares.
It’s easier than ever to build. Everyone is building. But still very few are distributing.
The skills required to build are often very different to the skills needed to distribute.
Those who enjoy building rarely enjoy distributing.
What is distributing anyway?
It’s hustle. It’s sales. It’s blogging. It’s tweeting. It’s messaging. It’s asking for intros. It’s speaking. It’s youtubing. It’s cold emailing a journalist. It’s replying to comments on Reddit. It’s being consistent. It’s brand. It’s product-led growth. It’s having an opinion. It’s being boldly unique. It’s being willing to embarrass yourself. It’s being relentless. It’s not giving up at the first no.
Distribution is the hardest challenge of all. But it’s the one remaining battleground to build a great business selling software.