In our Extended Enterprise Management course, we talk about Mental Models and how they act as an obstacle to the way we view business. Mental models are essentially how we think certain things work. A lot of things we take as true are often biases because of our culture, the way we have been brought up or past experiences.

Trying to overcome these mental models is key for success. I have realized that one such mental model of many people, including myself, is underestimating distribution (of a product/ service). Most people think that a good product will naturally be liked by other people and it will grow through word of mouth publicity and a small dose of outbound marketing.

I have been thinking a lot about distribution lately and how it affects tech startups. Some of my thoughts:

 

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