Push distribution for known audiences + time-sensitive…

Use push distribution (direct delivery to inbox/channel) for known audiences with time-sensitive needs, and pull distribution (searchable repositories) for unknown future audiences seeking information over time—deploy both for significant outputs, not one or the other.

When This Fires

When distributing any output worth more than ephemeral value
When deciding between "email this" and "publish this" — the answer for significant work is "both"
When good work disappears into email threads and is never found by people who need it later
Complements Define the distribution plan before starting production… (distribution-first planning) with the specific distribution mode selection

Common Failure Mode

Push-only distribution: sending a valuable analysis to 5 people via email. The 5 recipients benefit. The 50 people who will face the same question next quarter won't find it because it's buried in someone's email archive. The work produced value once when it could have produced value repeatedly.

The Protocol

(1) For each significant output, identify two audiences: Known/current (people who need this now) and Unknown/future (people who might need this later). (2) Push to the known audience: email, Slack message, calendar invite with attachment, direct share. (3) Pull for the unknown audience: publish to wiki, knowledge base, shared drive, blog — anywhere searchable by people who don't know this output exists. (4) Title the pull version for searchability (Title notes with the natural-language words you'd search…): use the words future seekers would type, not the project codename that only current team members know. (5) For low-stakes ephemeral outputs, push-only is fine. For anything with a half-life of weeks or more (Annotate each output type with its half-life…), dual distribution is the default.