Go-to-Market & Distribution

How AI products actually reach customers — and the patterns that determine whether they get used.

The Position

Distribution is the most common failure mode for AI startups. Not the model. Not the product. Distribution. The teams that win combine strong product-market fit with sustained GTM investment — and resist the temptation to spread AI across too many use cases at once.

Key insights across episodes in this theme:

• 3.5 beats 6.1. BCG found that enterprises running 3.5 concentrated AI use cases produce 2.1x greater ROI than those running 6.1. Concentration beats dispersion.
• Pricing is the unsolved problem. Nobody has pricing figured out. Usage-based, seat-based, outcome-based — each has failure modes.
• Platform gravity is real. Building adjacent to a platform company's roadmap means your exit is likely an acqui-hire that kills your product.

• AI Product Strategy
• Adoption & Organizational Change