**You don’t have a distribution problem. You have a specificity problem.**
Most founders think they have a distribution problem.
They don’t.
They have a specificity problem.
If your ICP is “founders” or “small businesses”:
- You don’t know where they hang out
- You don’t know what to say
- and nothing converts consistently
What actually worked for me:
I picked one very specific group:
B2B founders doing manual outreach with a small pipeline but no tracking
Then I did one thing:
→ showed up in one community where they were already struggling with that exact problem
No pitching. Just useful comments.
Result:
First paying users came from conversations, not campaigns.
Cold outreach tries to create pain.
Communities reveal people already in them.
If you had to define your best customer in ONE sentence,
What would it be?
Specificity hit hard. "People who like reaction tests" is too wide. "F1/sim fans who already do tennis-ball drills / lights-out practice" is a sharper room.
Still learning where that group already argues about ms times, vs where I'm just broadcasting.
Where did you physically show up for that first specific community — Discord, subreddit, somewhere else?