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- Products are built to take advantage of specific channels. Making a silo of market fit and channel is a mistake.
- Most high growth companies get 70% or more of their acquisition from one channel during their early life:
- UGC SEO: TripAdvisor, Yelp, Glassdoor, Pinterest, Houzz all got 70% of their growth from UGC SEO.
- Virality: WhatsApp, Evernote, Dropbox, Slack all got 70%+ of their growth from some form of virality.
- Paid Marketing: Supercell, Squarespace, Blue Apron all got 70%+ of their growth from some form of paid marketing.
