“growth would be easier if... people focused obsessively on turning their earned audience into an owned audience... it used to be that if you got a pretty sizable following you could count on that to distribute your products i don't think that's the case any longer”

Convert Earned Audience To Owned Audience Before Algorithm Shifts Kill Your Distribution

Algorithm changes on TikTok, YouTube, LinkedIn, and SEO are reshuffling distribution. A large following no longer guarantees reach. The solution is three-pronged: create a direct channel (email), build content habits so people come proactively, and build product habits that survive any algorithm change. Owned distribution is the only distribution that compounds reliably through platform turbulence.