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On a trip to Kyoto met some cool builders who are totally offline. They have built some interesting AI products which saas and other big corps would be adopting later on.
For some reason, they couldn’t make the hardest part of building the product anymore.
You can spend months (sometimes years) getting the tech right, solving a real problem, polishing the experience — and still watch it quietly die in front of the wrong eyes.
The brutal truth: Distribution has become more broken than product development.
You build something genuinely valuable, but the right people — the ones whose lives it would actually transform — are buried somewhere in the noise. Meanwhile, the wrong audience scrolls past, misunderstands, or worse, never sees it at all.
We’ve optimised for building. We’ve barely scratched the surface of being seen by the right humans, perhaps right users.
This gap between “we built it” and “the right people found it” is one of the biggest silent frustrations in startups right now.
The game has shifted. Execution is table stakes. Finding your real audience in an ocean of distraction is the new moat.
Anyone else feeling this disconnect lately?
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