“we didn't look for invent any new channels and we show out where developers already are so github and archer news and also reddit in self-hosted and subreddits that where the developer used to be and internal teams sharing between them”

Show up where your ICP already is instead of inventing new channels

Rather than building an audience from scratch, Jonathan found distribution by showing up in channels developers already trusted — Hacker News, GitHub, and niche subreddits like r/selfhosted. The internal team-sharing dynamic was particularly powerful: one developer discovers the tool, shares it with colleagues, and the product spreads without any marketing spend.