Distribution is engineered.
The route to people, built and measured like the product.
A product is unfinished until someone can find it, understand it and say yes. We treat that route as work with a spec, a test and a result. It gets the same care as the thing it carries.
PH—004 / Distribution
The landing-page test
Before we build the product, we build its front door and see who knocks. Five steps, each with an agent working alongside the person who owns it.
- Step 1
Offer
We write the offer as a claim that can fail: who it is for, what it promises, what it costs them to say yes.
Agent alongsideDrafts the rival versions of the claim and the strongest reason each one is wrong.
- Step 2
Page
One page. One action. Nothing on it that the offer does not need.
Agent alongsideBuilds the page and its variants from the same brief, so the only thing that differs is the thing under test.
- Step 3
Funnel
Every step from first click to commitment is instrumented before any traffic arrives.
Agent alongsideWalks the funnel end to end, confirms each event fires, and flags the step where people leave.
- Step 4
Variants
Few variants, large differences. We test the offer before we test the button.
Agent alongsideKeeps the split honest: equal traffic, one change at a time, no early peeking.
- Step 5
Read
The threshold is written down before launch. The result is a decision: build, change, or stop.
Agent alongsideAssembles the read-out against the threshold we set. The call stays with a person.
People first
Warm signal tells us what is true. Cold traffic tells us whether it travels.
Before an offer meets strangers, it meets people whose judgement we trust: operators, investors and buyers we can call directly. They tell us quickly, and they tell us straight.
Then we watch users try it. We sit with them, say little, and write down where they stop.
A warm yes is an upper bound. We treat it as one, and send the offer out cold before we believe it.
Launch mechanics
Once the offer has held, we give it words and an order.
- Keywords
- We choose the words by what people intend when they type them. The words on the page are the words they already use.
- Press release
- One release, written after the offer has held up, built around the one fact worth repeating.
- Sequence
- Channels go in order. Each one opens only when the one before it has returned a signal.
From validated offerto operations
Validation ends with a handover. What leaves the lab is a route someone else can run.
This is the method inside Kill or Ship. $9k to start. $30k all in. The second part is only owed if the test passes.
- The offer, as tested
- The page and its variants
- The funnel, with its numbers
- The keyword set
- The release
- The runbook for whoever operates it next