channel-discovery
Channel Discovery — Fish Where the Fish Are
"I know who my customer is. I just don't know where to find them."
The problem
You've figured out who your customer is. You know their problem. But you're shouting into the void because you don't know where they actually spend their time.
Most founders try every channel at once — Twitter/X, LinkedIn, cold email, Reddit, TikTok — and burn out when nothing works. Or they pick one channel based on a blog post and stick with it even when there's no one there.
The problem isn't that you're bad at marketing. The problem is you haven't mapped where your actual customer lives. You're guessing channels instead of tracing your customer's digital footprint.
The leading word: waters
Your customer swims in specific waters. Your job isn't to fish everywhere. It's to find the water they're already in, understand the currents, and fish there.
A channel is a body of water — a community, a platform, a newsletter, a directory. Each has its own ecosystem: who's there, what they talk about, what they're looking for, what they ignore. You don't fish in a lake the same way you fish in a river.