Define the distribution plan before starting production…

When This Fires

• Before starting production on any output intended for an audience beyond yourself
• When outputs are produced but "never get around to" being distributed
• When distribution feels like a burden after production rather than a natural next step
• Complements Prioritize long half-life + high reach outputs over short… (half-life × reach prioritization) by ensuring reach is planned, not accidental

Common Failure Mode

The "build it and they will come" assumption: producing excellent content and expecting it to find its audience. Without a distribution plan, the output sits in a folder or gets posted once on one channel and reaches 1% of its potential audience. Distribution requires as much intentional design as production.

The Protocol

(1) Before producing any significant output, answer four distribution questions: Who is the audience? (Specific roles, people, or segments.) Where will they encounter it? (Email, Slack, blog, meeting, social media.) What format does the channel require? (Length, structure, tone, media type.) When will it reach them? (Day of week, time of day, relative to what events.) (2) Let these answers shape production: write for the audience, structure for the channel, format for the medium, time for relevance. (3) Add a "Distribution" section to your output template (Design near-complete templates for recurring outputs…) so it's addressed every time, not just when you remember. (4) Produce and distribute in the same session if possible — don't create a gap where distribution gets deferred. (5) Track: what percentage of your outputs actually get distributed to their intended audience? If below 80%, distribution planning needs to be more tightly integrated with production.