Choose distribution channels that energize you, not drain you—sustainability beats optimal channel choice
When building with limited time and energy (side project, small team), choose a customer acquisition channel you find energizing and can execute reliably without dreading it. The best channel is the one you'll actually do consistently. For some founders that's content marketing, for others it's face-to-face sales—it depends on your personality and energy patterns.
When to use
When choosing your primary distribution channel while juggling limited time (full-time job, small team). Especially important for side project builders who need sustainable execution over months or years.
Don't do this
Choosing the theoretically 'best' channel for your market but one that drains you (e.g., forcing yourself to do cold calls when you hate them), leading to inconsistent execution and burnout.
3 Founders Who Did This
Chose content marketing as his primary channel because he could do it reliably and didn't dread it, even though other channels might theoretically have been faster
Abandoned outbound sales entirely after it failed, reasoning it was better to not do it than to do it poorly. Focused resources on channels the team could execute well: PLG, SEO, community
Explicitly stated he optimized for personal enjoyment rather than growth metrics; did not publish to YouTube for first several years; focused on content quality over distribution optimization