Focus experiments on 1-2 acquisition channels at once rather than spreading effort across many channels
Insight from Michael Dubakov
When to use
When finding channels to reach customers
Don't do this
Relying on a single channel or ignoring distribution early
12 Founders Who Did This
Distribution channels take months to compound - none worked immediately
Focus experiments on 1-2 acquisition channels at once rather than spreading effort across many channels
Tested Facebook ads and Google ads but they didn't work. Focused entirely on organic short-form content for 2+ years instead of spreading effort
Added paid advertising as second channel after building SEO foundation, pitched brand partners to fund test spend for paid campaigns
Used 'buffet marketing' - tested many channels initially to identify which had 10x potential, then focused on the 1-2 that consistently drove growth
Course teaches 10 distinct acquisition methods for pre-sales across different business models, emphasizing focused testing rather than broad spray-and-pray
Focused on content marketing as primary acquisition channel for years, only expanding to video strategy and Chrome Web Store distribution after proving the core channel
First YouTube video got 125K views and 4K subs, but went 238 days without posting another; focused all content energy on daily X/Twitter posting instead
Established one predictable acquisition channel at a time. Only after each ran 'like clockwork' did they launch the next, building 5-8 channels sequentially.
Initially tried paid ads and influencer marketing which failed, then focused exclusively on organic TikTok as his primary channel before expanding to paid
Concentrates resources on the single best-performing acquisition channel while researching the next, rather than spreading effort across many channels simultaneously
Tried Product Hunt, CPC, outreach agencies, and partnerships simultaneously. Michael's explicit lesson: focus on 1-2 channels at once rather than spreading effort