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Designing Inevitability
Most products do not fail on engineering. They fail on distribution. Notes on building a go-to-market that makes growth feel inevitable.
Philips ADEPOJU · ayomide.co- Startups
- Growth
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Most products do not fail on engineering. They fail on distribution. The teams that win treat go-to-market as a product: designed, tested and iterated with the same care as the code.
Start with one market
Pick a beachhead small enough to dominate. "Everyone who rents" is not a market; "graduates renting their first flat in Lagos" is.
Write an offer people cannot ignore
An offer is the promise, the proof and the price. If any of the three is vague, the offer is weak.
Retention before acquisition
Pouring users into a leaky product is expensive. Fix the first week before you buy the first ad:
- Find the moment users first get value.
- Shorten the path to it.
- Bring people back to it on purpose.
Measure what predicts growth
Vanity metrics feel good on a slide. The numbers that matter are the ones that move next month's revenue.