Enlarging Distribution

distribution channels

We are not confined any longer by geography. You can take many parts of your business, and in some cases the entire business model, and get the best talent around the world to participate and support you.

Your service does not even have to be limited to who you can reach in a specific mile radius. You can extend your reach beyond geography. If you are doing marketing for anyone and everyone locally, you could instead specialize on just one industry everywhere. For example, you could service optometrists all around the country. Specializing allows you an advantage in knowledge and process. You understand a niche and can use the repeatability to scale your business.

When we were restricted by gatekeepers on distribution for media, customers or vendors, the costs were high. In one way, this was great as a barrier to entry and keeping competition out. On the other hand, it was a lot of overhead that drove wasted capital and energy.

Your distribution channels for connecting with customers or finding resources may have enlarged. But a sunk-cost bias may keep you less leveraged than the new, fresh, unbiased players in your space who do the sensible thing for today by finding lower cost paths.

The question is not whether your distribution has enlarged. It is whether your vision has enlarged with today’s reality.