Distribution vs Product: Why Showing Up Matters More Than Perfection

I saw someone pose a question today that stopped me in my tracks: "Is distribution better than product?" The question came from a post by School of Hard Knocks, an Instagram channel where the host interviews billionaires and millionaires to extract their life lessons. In this particular instance, they were discussing insights from Mike Repole, a billionaire entrepreneur who co-founded companies like Glacéau (Vitaminwater) and BODYARMOR—both of which sold for billions.

The Strategic Balance of it all.

At first glance, it sounds like typical startup wisdom about marketing channels versus features. But the more I thought about it, the more I realized this question cuts to the heart of something every tech professional struggles with—the balance between perfecting your craft and actually putting yourself out there.

Your Personal Distribution Strategy

When we talk about distribution versus product in a personal context, we're really talking about two fundamental aspects of your professional presence:

Your "Product" is who you are beneath the surface—your technical skills, your knowledge depth, your leadership capabilities, your problem-solving abilities, and your authentic value as a professional. It's the substance that backs up everything you do.

Your "Distribution" is how you show up in the world—how you communicate your ideas, how you present yourself in meetings, how you share your insights, how you build relationships, and how you make your expertise accessible to others.

Here's what I've learned: you can have the most brilliant product in the world, but if your distribution is weak, you'll remain invisible. Conversely, great distribution can amplify even a developing product, creating opportunities for growth that wouldn't exist in isolation.

The Perfectionism Trap

Too many talented people in tech fall into what I call the "perfectionism trap." They believe they need to master everything before they can speak up, share insights, or step into leadership roles. They're constantly refining their product but never developing their distribution.

I've seen brilliant engineers who won't speak at meetups because they feel their knowledge isn't comprehensive enough. I've watched insightful leaders hesitate to share their perspectives because they're worried about not having all the answers. This perfectionism is a career killer.

The reality is that your distribution—your ability to communicate, connect, and share your journey—often matters more than having a perfect product. People connect with authenticity and growth, not perfection.

The Strategic Balance

But here's where nuance matters: I'm not advocating for all distribution and no substance. The most effective approach requires a strategic balance.

You need to get comfortable showing up imperfectly. Share your learning process. Discuss challenges you're working through. Present ideas that are still forming. The key is being transparent about where you are in your journey while demonstrating consistent growth and genuine value.

Never stop refining your product. While you're building your distribution, continue investing in your technical skills, emotional intelligence, and domain expertise. The goal isn't to remain static—it's to grow in public while you're building in private.

Authenticity over polish. People can spot fake expertise from a mile away. Instead of trying to project perfection, focus on being genuinely helpful. Share what you know, acknowledge what you don't, and always be learning.

Practical Applications

This balance plays out differently for everyone, but here are some practical ways to strengthen your distribution while building your product:

Document your learning. Instead of waiting until you've mastered a technology, write about what you're learning as you learn it. Your beginner's perspective might be exactly what someone else needs.

Engage in conversations. Don't wait for the perfect insight to join discussions. Ask thoughtful questions. Build on others' ideas. Sometimes the value you provide is helping other people think through their thoughts.

Take calculated risks. Volunteer for stretch assignments before you feel 100% ready. Apply for roles that challenge you. Speak at events where you can share your unique perspective, even if it's still evolving.

Build relationships intentionally. Your network isn't just about what you know—it's about how you connect with others and contribute to their success. Strong distribution often comes down to genuine relationship building.

The Long Game

The most successful people I know have figured out how to play the long game with both distribution and product development. They understand that visibility without substance is unsustainable, but substance without visibility is invisible.

They're constantly putting themselves out there—not because they have everything figured out, but because they understand that growth happens in community. They share their wins and their struggles. They ask for help and offer it freely. They build their reputation one authentic interaction at a time.

Meanwhile, they never stop investing in themselves. They're always learning, always improving, always deepening their expertise. But they don't let the pursuit of perfection keep them from engaging with the world around them.

Moving Forward with Intention

Your career isn't built in isolation. The most brilliant minds in tech didn't become influential by perfecting their craft in secret and then emerging fully formed. They built their influence by consistently showing up, sharing their perspective, and contributing to conversations that mattered.

The question isn't whether distribution is better than product—it's how you can develop both simultaneously. How can you share your journey while you're on it? How can you add value to conversations while you're still learning? How can you build relationships while you're building your expertise?

I'm applying these insights daily in my own career, and I'll be honest—it's not always easy. Some days the balance feels off. Some days I lean too heavily into perfecting my craft and forget to share. Other days I put myself out there before I feel ready and have to learn in real-time. But that's exactly the point.

Start with where you are. Share what you know. Be honest about what you're learning. Engage authentically. And keep building both your distribution and your product with intention.

Don't get discouraged if this feels challenging at first. We're all figuring this out together. I'd love to hear how you're applying these concepts in your own journey—reach out and share your experiences, challenges, or insights. Your perspective might be exactly what someone else needs to hear.

In a world full of noise, your authentic voice and genuine expertise—developed and shared consistently over time—become your greatest competitive advantages.

This article was developed in collaboration with AI as a thinking partner to help synthesize and organize my thoughts. I believe AI tools can amplify our human insights when used thoughtfully - consider exploring how these tools might enhance your own content creation and strategic thinking.

Jeremy Mckellar is a Connector, Creative, and Tech Futurist focused on making technology meaningful and accessible. Connect with him on LinkedIn or follow his thoughts on technology at JeremyMckellar.com.