Distribution Became the Product: Notes from Inithouse Lab
everyone keeps saying distribution stopped mattering. we see it differently at Inithouse, a studio shipping a growing portfolio of products in parallel.
distribution never stopped mattering. it became the product itself. we stopped building features and hoping someone finds them. we build for where the audience already lives.
take Be Recommended, our AI visibility tool. the whole point is helping brands show up where AI sends people. distribution baked right into the core.
or Magical Song, where every custom song someone shares is organic reach we never paid for.
across our portfolio we measured the same pattern: products that grow are the ones where using them equals distributing them.
features are table stakes. reach is the product.
at Inithouse, we build with that in mind from day one.
