Your sole focus should be on this for the next five years.

Right at this moment, while you are watching this video, we are going through a very uncomfortable paradox.

We all know that because of the arrival of artificial intelligence, building has become easier. By building, I mean creating or making something has become much easier.

Previously, it would take me seven days to make a PowerPoint slide. Now it takes me ten minutes. Previously, it might take me twenty days to code something; now it takes twenty minutes. Previously, maybe I couldn't build something at all. Maybe I couldn't write something at all. Now I can.

So, creating things has become much easier. There is no room for debate or disagreement about this. We all know that building things is now much, much easier than at any other point in history.

But at the same time, when building becomes easier, another part becomes harder — and that is distribution.

When there are ten apps in the world and I'm trying to find my market, imagine you are a marketer. You have been given responsibility for promoting one of those ten apps. Your job is to make that app the most popular app.

When your competition is the other nine apps, the task is difficult, but it's still manageable.

But when, instead of ten apps, there are 100,000 apps, the situation becomes much harder.

It's common sense. There is no complicated argument here.

And the thing is, this is happening across the board. Every day, we are seeing thousands of new companies being created. Every day, we are seeing thousands of new products being launched.

People who had never built anything before are now building all kinds of things.

Which is great. There is no problem with that.

But all of them are struggling to get customers. All of them are struggling to get eyeballs.

Because as building becomes easier, distribution is becoming even harder.

It's almost inversely proportional. The easier one thing becomes, the harder the other becomes.

Because when creating something becomes easier, the amount of output entering the market increases automatically. And that, in turn, keeps making distribution more difficult.

And this disparity will continue to grow.

It will never be the case that because building becomes easier, distribution also becomes easier. Because building becomes easier, distribution will continue to become harder.

There are many companies that were hugely popular three or four months ago, and now you don't hear their names nearly as much.

Six months ago, you used to hear about Perplexity much more than you do now.

Six months ago, you used to hear about DeepSeek much more than you do now.

I could keep giving you examples — this company, that company, this company — companies that are huge companies and are still very large companies.

But we don't hear about them as much anymore.

Because so much output is entering the market that even if you are a huge company with a large customer base, people don't give you as much attention as they used to.

In that kind of market scenario, if I publish some random vibe-coded app, or if I launch my business, or if I launch my SaaS product, my ability to create noise around it is actually very low.

The upside of this, if you think about it from the opposite direction, is that we can all understand something.

And whenever someone asks me about this now, this is what I tell them:

Focus on distribution.

What you are going to build is not the most important thing right now.

For now, first try to build distribution. Try to gain trust. Eventually, you will figure out what you want to sell.

Because distribution is now the hard part. Building is no longer the hard part.

But here is where the problem lies — and this is why I told you at the beginning of the video that we are in a very uncomfortable situation.

If you want to build distribution in today's world, and if you want to build trusted distribution, you need accomplishment.

You cannot build trusted distribution without accomplishment.

Think about what distribution actually means.

Distribution means that I have a large reach. When I say something, when I announce something, when I ask people to do something, a lot of people actually do it.

That's what we can call distribution in the digital world.

Now, the problem is that to reach the level where, when I ask people to do something, many people will see it, many people will do it, many people will listen to that advice, or many people will take that action — to reach that level, I need credibility.

You can't do it without credibility.

You know that there can be two people. One gets 500 views, while another gets 500,000 views.

But the person who gets 500 views may have much higher conversion power. If that person tells people to buy something, people may actually buy it at a much higher rate.

Their financial upside can therefore be much higher compared to the person getting 500,000 views.

Because perhaps the person with 500 views is talking about some kind of food and saying, "This is good," or "This is bad."

I'm not saying that's bad, and I'm not saying it's good either. Both are entertainment. Both are fine.

But just by the nature of how we consume content, we give much more value and trust to one type of content, while we don't give as much value or trust to the other. We simply see the latter as entertainment.

So, if we want to become a value creator who has enough distribution that, when we eventually ask people to do something, they actually do it — and then use that to build a business — if we want to do that, we need credibility.

And for credibility, we need a product.

But to make that product successful, we again need distribution.

Which we don't have.

You can understand what kind of situation we've entered.

It's like that classic cycle: the deer eats grass, the tiger eats the deer, so the number of deer decreases, which causes the grass to grow more.

We have entered a similar situation where one thing cannot happen without the other, and because of that, neither thing is happening properly.

And because of this, the next five to ten years are going to be very difficult for you, especially if you're new.

Because you won't be able to figure out what to do first.

Should I build something first, or should I find distribution first?

If I want to find distribution, or if I want to build my own distribution, then to gain the proper trust for that distribution, I need to have built something first.

But if I build something, then to make that thing successful, I need distribution again.

This is a strange problem that you may not be able to escape very easily.

Very few people will be able to escape this problem.

You should think about this problem.

But the general advice for most people is:

Try to figure out distribution properly.

Figuring out distribution properly doesn't simply mean looking at how many people saw you.

How many people see you is part of it, and it's important.

But imagine you're doing absolutely amazing, incredible work, and only 15 people are seeing it.

In reality, that doesn't mean much. It might have been better not to do it at all.

The "eyeballs" part of distribution is important.

But how you are getting those eyeballs is even more important.

Because how you are getting those eyeballs will determine the probability of success when you eventually launch a product or a business.

Whatever you do, if you want to use distribution as an advantage, this matters enormously.

We all know that attention is the most important economy in the modern world.

If I don't have your attention, I cannot tell you what I have.

And if I can't even tell you what I have, then I can never sell you anything.

This game of getting attention, being able to communicate what you have, and then convincing people after you've communicated it — all of that is extremely important.

What I have been doing for the previous ten months matters.

What I have been doing for the previous two years matters.

What I have been doing for the previous five years matters.

All of that will dictate how you perceive me now.

So, play the long game.

Try to move forward with a five- to ten-year perspective.

Think about this:

For the next five years, or the next four years, I will just focus on distribution.

I won't try to sell anything.

I won't try to give random, useless advice.

I will only share things that are relevant to my own life or knowledge that I have actually learned.

I won't try to share random things.

I won't just read something with one hand and immediately repeat it with the other hand and then move on.

That's not what I'm talking about.

I will try to provide knowledge with depth.

I will try to share things that have depth.

And if I keep doing that over a long period of time — two years, three years, five years — then five years from now, building a product will become even easier.

Building a business will become even easier.

The building part will be easier.

But the promotion part, the distribution part, and the customer acquisition part will not be easier.

Those will become even harder.

So, five years from now, you will be in a very, very advantageous position if you have built distribution.

If you have 100,000 people, and among those people, 20,000 or 10,000 people are willing to at least check out something when you tell them about it — whether they buy it or not, they will check it out.

That advantage can take your business very far.

Because I can guarantee this to you — I can write this down for you:

Five years from now, all the components required to build a business — building a website, sourcing a product, coding if it's a digital business, and everything else involved in actually creating something — all of those things will become easier.

Everything will become easier.

The thing that will become harder is getting customers.

So, starting today, focus on getting customers.

What your business will be — think about that five years from now.

Five years from now, you'll thank me if you do this.

Take care. Bye.