Building is solved. Distribution isn't.
Code isn't the moat anymore. I engineer the systems that put your product in front of the right people and turn that attention into revenue, with the same rigor you'd apply to production software.
The bottleneck moved.
For twenty years, builders handed distribution to someone else. Marketing found the users; engineering shipped the product. That split made sense when shipping was the hard part. It no longer is.
Building got cheap
Anyone can now ship a working product in a weekend.
The question changed
From "can it be built?" to "will anyone see it?"
Getting seen is the scarce skill
And it belongs to the person who builds.
Shipping isn't the finish line anymore. It's the starting line.
Distribution engineering is designing, building and operating the systems that put your work in front of the right people, with the same rigor you apply to production software.
Five disciplines. One system.
Brand is the foundation. Audience, Search and Product bring people in. Community keeps them. All of it exists to do one thing: turn attention into revenue.
Brand Engineering
What do people believe about you before they meet you?
- Brand Engineering (the foundation). What do people believe about you before they meet you? I measure: unprompted mentions and inbound.
- Audience Engineering (brings people in). Who pays attention when you publish? I measure: follows from your target audience.
- Search Engineering (brings people in). Are you found when people are already looking, in Google and in AI answers? I measure: share of search results and AI answers.
- Product Distribution Engineering (brings people in). Does the product spread itself? I measure: users acquired per user.
- Community Engineering (keeps them). Do your people talk to each other, not just to you? I measure: member-to-member activity.
Every way products get seen in the AI era.
Distribution no longer happens in one channel. These are the systems I build, many of them run by AI agents every day. I pick the few that fit your product and your buyers.
LinkedIn authority
Founder-led posts that make you the name people remember in your category.
One identity everywhere
One name, one title and one definition on every profile, so Google and AI engines know exactly who you are.
AI UGC content
Short videos and creatives made with AI, tested at volume to find the hooks that work.
Organic short-form
TikTok, Instagram Reels and YouTube Shorts, posted on a schedule and measured post by post.
Signal-based outbound
Reaching a few right people at the moment they show intent, instead of mass cold email.
AI search (GEO)
Getting your product named and cited in ChatGPT, Perplexity, Claude and Google's AI answers, not only ranked on Google.
Pages from real search data
Agents mine what your buyers search for and ask, then draft helpful pages that answer it. Reviewed before anything ships.
Daily competitor research
An agent checks competitors' launches, pricing, pages and rankings every day and flags what's worth answering.
Loops for AI agents
An API, an MCP server and directory listings, so AI agents can find, pick and use your product.
Referral and sharing loops
Invites, shareable outputs and integrations built into the product, so every user brings the next one.
Reddit and communities
Helpful answers in the threads where buyers ask for recommendations. AI engines read those threads too.
Your own community
A place where your users talk to each other, measured by how much they do.
Each one runs as an engineering loop: hypothesis, ship, measure, compound. Every channel gets its own metric, and they all roll up to revenue.
Code isn't the moat. That's exactly why an engineer should do this.
I've spent 7+ years as a software engineer. With AI coding agents I now build at the speed of a full team, and that's the point: if I can, so can every one of your competitors.
What's left is distribution, and most of it is engineering work: systems, data, experiments, and the loops built into the product itself, which a marketer can't touch because they live in the code. I can build what your distribution needs, and I engineer the distribution that turns your product into revenue.
One person, end to end. I plan it, build it and run it myself. You talk to the person doing the work: no account managers, no hand-offs.
Get the 2026 guide when it's out.
Distribution in the AI era: the six shifts, the five disciplines, and how to run distribution as experiments.
Let's look at your distribution.
A free 30-minute call. We look at where your product stands across the five disciplines, which one is holding back your revenue, and what I'd fix first. If I'm not the right fit, I'll tell you.
- You've built something real and it isn't making the revenue it should
- You want a system that compounds, not a one-off launch
- You'd rather run distribution like engineering than guess
- You only want an SEO checklist. That's one of five disciplines, not the job.
- You want guaranteed virality, rankings or citations. Nobody can honestly promise those.