In business, everyone talks about great products and clever marketing. Few talk about Place—the art of getting your product into the hands of the right people at the right time. Yet this is often what separates winners from the rest.
Peter Thiel once said:
“Brilliant thinking is rare, but courage is in even shorter supply.”
Distribution requires that courage—the courage to step beyond what’s obvious and own the channels your customers move through.
The 4Ps of Marketing Mix
- Product: The solution you offer.
- Price: How you value it.
- Promotion: How people hear about it.
- Place: How people get it.
Everything else matters, but if your product doesn’t reach your audience, it’s irrelevant. Steve Jobs put it simply:
“You’ve got to start with the customer experience and work backwards to the technology.”
Distribution is part of that experience.
Why Place Matters More Than You Think
Many entrepreneurs obsess over features and flashy campaigns. But customers only act when products are accessible and convenient.
Howard Schultz, who built Starbucks into a global icon, didn’t just sell coffee. He sold it where people naturally lived and worked, turning convenience into lifestyle.
Jeff Bezos built Amazon by focusing relentlessly on distribution. He explained:
“Your margin is my opportunity.”
By dominating logistics and channels, Amazon made buying easier than ever, creating enormous value even before customers saw the product.
Distribution Channels That Work
- Direct-to-Consumer (DTC): Your website, apps, or physical store. Total control, direct feedback.
- Retail Partnerships: Use established stores to reach larger audiences quickly.
- Wholesale / B2B: Sell to businesses that distribute further.
- Digital Platforms: Marketplaces, apps, and ecosystems where your audience already spends time.
Each channel has trade-offs, but smart entrepreneurs choose channels that amplify their brand and multiply reach.
Lessons From the Masters
Peter Thiel:
“Competition is for losers.”
Control distribution, and you own a unique advantage. Channels can create monopoly-like power even if your product is similar to others.
Jeff Bezos:
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
Distribution is part of that experience. Make it seamless, make it fast, make it unavoidable.
Howard Schultz:
“When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible.”
Distribution isn’t just logistics—it’s culture, lifestyle, and presence.
Practical Takeaways for Entrepreneurs
- Map your customer journey. Where are they? How do they buy?
- Think beyond your store. Partnerships and marketplaces can create reach faster.
- Optimize accessibility without losing brand control.
- Test channels. Iterate. The market is constantly moving.
Journaling Prompts
- Where is my product currently available, and who can’t access it?
- Which channels can give me an unfair advantage?
- What bold move could I make to dominate a distribution channel?
Action Steps
- Audit your current distribution channels.
- Explore one unconventional channel to expand reach.
- Test it with a small audience.
- Track results and iterate.
Final Thought
In business, Place can make or break your success. You can have the best product, but if your customers can’t find it, it doesn’t matter.
As Peter Thiel reminds us, courage and strategy go hand in hand. Take bold steps to own your channels, control your distribution, and make your product impossible to ignore.
“Getting distribution right is often more important than building a better product.” — Anonymous
