By Lenny Rachitsky · lennysnewsletter.com · @lennysan on X · YouTube · LinkedIn
Lenny Rachitsky argues that people learn about new products through seven distinct channels, split by whether they encounter the product online, out in the world, or at home, and whether the exposure is organic or paid, plus one outbound channel where someone reaches out directly. Each channel has different costs and fits different kinds of products, so founders should choose based on their product's nature and audience. He also gives examples of companies that grew through each channel. The framework matters because it helps teams think beyond the obvious tactics like SEO and paid ads when planning awareness and go-to-market strategy.
01Key takeaways
- Map your product to the seven discovery channels rather than defaulting to SEO and paid ads.
- Invest in word of mouth first if your product is naturally fun to share or better with friends.
- Paid promotion works best when customers aren't already searching for you and you earn revenue quickly.
- Physical or impulse products benefit most from shelf placement and out-of-home visibility.
- Define your early adopters, find where they spend time, then pick the cheapest channel that reaches them.
- Standing out with a remarkable product, story, or vision matters as much as which channel you choose.
02Key sections
- Friends and colleagues
- Word of mouth is the oldest and cheapest growth channel, and it works best for products that are fun to share or better used with others. Referral programs can amplify it, though most products do not grow this way.
- Organic discovery online
- People find products through social posts, press, influencers, forums, and search results. This works well for remarkable products, ones people already search for, or ones that make good stories.
- Paid promotion online
- Ads, paid influencers, and affiliate programs reach people while they browse. This suits products customers aren't actively seeking and that generate revenue fast enough to fund more ads.
- Out-of-home channels
- Shelf placement, foot traffic, and billboards or bus ads reach people while they are out in the world. These suit physical impulse products and brands aiming for mass awareness, though ROI is hard to measure.
- In-home and outbound channels
- Direct mail, podcast and newsletter ads, and packaging inserts reach people at home, while outbound sales reach them directly. Each suits products with high order values or subscriptions, or products needing hand-holding.
- Choosing where to invest
- Rachitsky suggests identifying early adopters, where they spend time, and the fastest and cheapest ways to reach them. The final step is to stand out through what is remarkable about the product or story.
03From the post
“To get these emails weekly don’t forget to subscribe 👇 Q: I’m thinking about my growth strategy, and I know the obvious ways to grow, like Facebook ads and SEO, but what else should I be thinking about when it comes to building awareness for my product? What are all the ways people discover new products? I love this question. How do people become aware of new products? I posit that there are seven ways: 1. Friends or colleagues (e.g., an invite) 2. While browsing online, organically (e.g., SEO) 3. While browsing online and seeing a promotion (e.g., FB ads) 4. While out and about, organically (e.g., store shelf) 5. While out and about and seeing a promotion (e.g., billboard) 6. While at home, seeing a promotion (e.g., direct mail) 7. Someone reaching out to you (e.g., sales) To help you develop your strategy and inspire your thinking, below I’ll explore each of these seven channels, with examples, suggestions, and advice as to which channel is right for you. Let’s get into it! How people learn about new products 1.…”
04Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.