“As people started using it, they were building forms with Notion Forms and they were sharing the forms — because that's the purpose of a form builder. They embed it on their website, and because of this, people who fill the form get to see what you built.”

Engineer a viral loop into the product itself — every shared form becomes an ad

Distribution can be wired into the product so usage itself creates exposure. Every form built and shared becomes an ad seen by the recipient, who can click through to the tool. The same pattern works wherever users naturally share their output — turning each customer into a distribution channel.