Why distribution in the AI era is far deeper than just posting on social media

Greg Isenberg argues that distribution is one of the most underrated skills people can build right now, and the confusion comes from conflating distribution with simply posting on social media. Real distribution means knowing where attention already lives — which newsletters, subreddits, podcasts, and search terms your target audience actually engages with. It means understanding what they're afraid of, what language they use when they describe their problem, and how to convert that understanding into trust before ever asking them to buy anything. In the AI world, where building a product — a landing page, an app, a SaaS — has become trivially easy, the bottleneck has shifted entirely to demand. If everyone can ship, the scarce resource is the ability to make people care.