My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Multi-Channel Distribution Requirement
In rapidly changing markets, businesses must develop multiple distribution channels rather than depending on a single channel, as any single channel can be disrupted or become ineffective.
Decision Rule
Never build a business that depends on only one channel for customer acquisition or revenue. Always be developing at least 3-4 viable channels.
How It Works
Market changes (algorithm updates, new technologies, consumer behavior shifts) can eliminate the effectiveness of any single channel quickly. Multiple channels provide resilience and reduce existential risk.
Failure Modes
Adding channels without properly developing them - breadth without depth
Spreading resources too thin across too many channels
Assuming current successful channels will remain effective forever
Not testing new channels until current ones start failing
Example Decision
“A business currently successful with email marketing should simultaneously develop social media content, search optimization, and partnerships, rather than just scaling email further, because email effectiveness could change rapidly.”