Distribution lowers the activation cost of every other lever at once.
Media works on two axes simultaneously — reach and credibility — where a billboard does the first and a private meeting the second. That is why its returns feel disproportionate to the effort.
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supports →Output is effort times a multiplier — and effort is bounded by biology while the multiplier is not.Explains why media is the right lever to pull first: it is the one multiplier that raises the value of the others rather than competing with them for attention.