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Hunter Hammonds says "Borrow distribution if you don't have it"

Startup founders should identify micro-creators aligned to their niche.

Hunter Hammonds is the CEO of Assembly, which is a venture builder for creator-led brands. They’ve created businesses like @weareoffmenu, @sayheyfriends, @useviralcuts, @trybitesized, etc. The plan is to launch 12 companies in 12 months.

Interesting Tweets Series: Hunter Hammonds

Want the cheat code for getting 100's of customers? Distribution. But you're thinking about it wrong. Let me explain

There's 2 kinds of Distribution.

Owned & Borrowed.

Sahil Bloom is Hunter’s partner and has over 1M followers on X.com

My buddy Sahil owns his. Millions of followers across platforms and 600k+ on newsletter.

I don't have his audience. So, I have to borrow it.

Here's where most of you are screwing up... I get hundreds of DMs of people asking me "How do I partner with someone like Sahil/Ali/Sam/Codie etc etc."

Unless you're a super seasoned operator with a great track record, you probably can't. In all honesty, you probably shouldn't anyways.

There's a better option for you. I talk about this thing I call "Product Audience Fit" all the time.

It's the idea that for every creator, there's a specific service/product/category that their audience is hungry for.

From our research, we found that PAF is strongest with hyper-niche, micro-creators. Micro Creator = <50k followers with a loyal audience.

There's a massive opportunity for operators and micro-creators to build the service/product their audience is begging them for.

If you're an operator looking to hack distribution, THIS is your opportunity.

Step 1: Identify where you're strongest. What's a business you could build around your zone of genius.

Step 2: Build a CRM of creators that align with your skills.

Start tracking their audience. How dedicated are they? What are their common questions/requests?

Step 3: Provide value to the creator.

There's no better way to build a partnership than to first give value and ask for nothing in return.

If they're impressed by you, the opportunity to build a business should emerge naturally.

Step 4: Don't screw it up. Operate with honesty/integrity and never cut corners.

Step 5: Follow me @_hunterhammonds if this was useful and you want to learn more about creator-led businesses.

I'm going hard on content in 2024.

Check out the original tweet here.

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