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"Mastering distribution is the art of turning your ideas into impact.”

“It's how you build a reputation, attract an audience, and deliver value to society.”

Since I was a child…

I always thought building a business was out of reach.

You simply don’t know any better.

The only thing you believe is possible…

Is what you’re being told:

• By your parents.

• By your teachers.

• And by your reference group.

Their concerns & limiting beliefs of the world are transferred to you.

Over time, you develop small yet powerful limiting beliefs as to why you can’t have more freedom, more money, and more fulfillment.

At the same time…

You have this deep desire for greatness.

To build the thing, to launch the product, to start the business.

But you never start.

Why?

Because of the excuses & justifications that you were programmed with.

• “Oh I don’t have enough money”

• “I need to get investors to launch the thing”

• “I have no idea how to do it. What if it doesn’t work?”

• “Once X happens, I’ll do Y.”

I’m here to tell you that nothing of that matters.

Business as a whole can be broken down into a simple formula.

Distribution + Product = Revenue.

Today we’ll explain how to build distribution.

In short…

Distribution = Getting attention.

And the easiest way to get attention in 2025 is by building an “online reputation”

Meaning — having a reputation with an audience of people who want to pay you for the value you provide.

Once you have that, you have leverage:

• You can become a successful author without a publisher.

• You can become a successful musician without a record label.

• You can become a successful designer, programmer, or marketer without an employer.

You don’t have to rely on external funding, investments, or anything like that.

In other other words…

Attention is the new currency in the creator economy.

But attention alone can lead to a shallow and meaningless life.

We are not talking about:

• Dancing on TikTok.

• Praying on the algorithm.

• Or becoming an influencer.

Is about = becoming someone that provides value to the world.

That brings me to the Skill Mastery Series — a five-part newsletter covering the most foundational skills needed to succeed in the new economy.

These skills are the following:

• Entrepreneurship.

• Distribution.

• Writing.

• Sales.

• Building.

With this framework, you will be able to:

• Gain control over your time and income.

• Leverage writing skills to articulate your value.

• Build distribution & get your work in front of the right audience.

• Master the sales process to persuade people to buy your stuff.

That being said, let's dive in:

Important:

This is Vol 2 of the Skill Mastery Series.

Today, our entire focus is on the skill of — Distribution.

We will dive deeper into each skill in the following newsletters.

So stay tuned for that.

The Internet Population.

"The internet is a digital society—built by creators, sustained by consumers, and controlled by those who understand both.”

To get started…

There’s 3 types of people online:

1. The Influencer.

2. The consumer.

3. The creator.

The first type is the influencer.

These are the stars of the internet.

The ones everyone follows, praises, and talks about.

Yet most of them don’t care about you.

Influencers are the modern marketing machines.

They get brand deals, exclusive perks, and all the attention.

They’re not just people; they’re platforms for other brands to speak through.

But here’s the thing: influencers aren’t the only players in this game.

And they aren’t the only ones with power.

The second type is the consumer.

This type doesn’t contribute to the online space.

They’re not there to provide a product.

They’re simply there to be:

• Educated.

• Entertained.

• Or Inspired.

And a lot of the times… to be distracted.

Often by the influencers, celebrities, and politicians.

This is the highest % of people online.

But there’s a third type: The creator.

Creators & influencers tend to be treated as the same.

But there’s a big distinction.

To keep it short — a creator is someone that provides value.

Someone who doesn’t consume to the point of being mentally obese and someone who isn’t focused solely on vanity, validation, or seeing their number of likes go up.

A creator’s only focus is the value they can provide.

• The words they write.

• The products they build.

• The problems they solve.

In order to create value…

There needs to be an audience – small or large – who perceives their creation as valuable.

Meaning…

We need to build an online reputation.

Your Digital Reputation.

"Chase likes, and you’ll be forgotten. Solve problems, and you’ll be remembered.”

Influencers and creators may share the spotlight

But their foundations couldn’t be more different.

You can build a massive audience based on looks, likes, and surface-level appeal—but that kind of attention is fragile.

An audience chasing dopamine isn’t loyal.

They follow you for what they can take, not for what you create.

They see your face, not your mind.

They consume you like a commodity…

And the moment something shinier crosses their screen, they’re gone.

But creators…

The real value creators focus on something deeper.

• Solve problems.

• Spark novel ideas.

• Provide knowledge.

• And create understanding.

Creators earn with their mind, not their time, looks, or labor.

Distribution without reputation is a trap.

You might gain an audience, but if they’re following you for the wrong reasons — sooner or later they’ll loose interest & ignore you.

Build an audience that follows you for your work & ideas.

Not your looks, the car you drive or your expensive lifestyle.

Value Creation.

"The world doesn’t pay for effort; it pays for results.”

“The world doesn't care about you, they care about your work”

“Results is the only measuring metric”

You can write, design, build, or create all day long.

But that doesn’t mean it’s valuable.

And it doesn’t mean people will pay for it.

If no one will pay for what you do…

Good luck pursuing your passions for an extended period of time.

Value = (How much people care) X (The problems you solve)

We can’t control how much people care — but we can control the problems we solve.

If you don’t solve a valuable problem, you’re a commodity.

And commodities are replaceable.

To find meaningful problems, focus on 3 things:

1. Find pain points: Recurring struggles in health, wealth, or relationships.

2. Look for demand: Problems people already pay to solve.

3. Identify obstacles: Barriers that stop people from reaching their goals.

Focus on solving meaningful problems & value will follow.

Now that we understand this….

Let’s see how to get your stuff in front of people.

Building Distribution.

“Distribution Is the bridge between what you create & the freedom you earn by serving those who need it most.”

To get started…

Let’s define “audience” as the group of people that engages with your stuff.

• That can be: clicking on a advertisement.

• That can be: being a follower on social media.

• That can be: someone that downloaded you lead magnet.

Another way to look at it is “Traffic”

Distribution is the access to an audience/traffic for the circulation of a product.

Meaning…

You launch something & you place it in front of a group of people.

There are 3 types of audiences:

• Rented – social media followers.

• Owned – email list.

• Paid – paid ads or sponsorships.

Rented Audience:

This your social media following.

Is rented because if the platform bans you, or goes out of business.

You loose that audience. — The users are not yours.

Think: TikTok.

You can loose years of progress because of this.

That is when “owned audience” comes in.

Owned Audience:

This is the audience that lives in your email list or CRM.

2 things need to happen:

1. You have their contact details

2. You have permission to contact them.

You can have someone else’s contact details.

But if they don’t know who you are….

Or you have no permission to contact them…

It doesn't count as owned audience.

This is the goal of every creator.

This is how you build infinite & free distribution to sell your stuff.

And this is the type of audience is the most likely & qualified to buy.

Paid Audience:

This is the audience that people pay for.

Than can for advertisement or an outreach email list.

For example:

If someone wants to launch a Facebook ads campaign…

They need to pay ad dollars in order to reach people.

Is like exchanging attention for money.

Build your Audience.

"Don’t build in silence—build a portfolio & attract people with your best work .”

Most people fail in business because they waste endless hours building products, guessing the market’s needs, and ignoring the real pain points.

• They build the app and can’t get users.

• They write the book and can’t get readers.

• They make the music and can’t get listeners.

Build distribution — first.

And you’ll understand exactly what your audience needs.

Meaning:

1. Start with your rented audience & build a following.

2. Provide free value with lead magnets & build your owned audience.

3. Develop a solution based on the needs of your email list & followers.

4. Present the solution to your audience & instantly get results.

5. Optimize the product until it’s perfect to distribute for the masses.

6. Purchase ads, target audiences similar to yours & place your funnel on autopilot.

That being said…

The next step of the puzzle is to get attention & build your rented/owned audience.

That’s what the skill of “Writing” is for.

There you have it.

I hope you found these helpful.

Take some time this Monday to begin implementing what I've shared here today, and then hit me up on LinkedIn in a few weeks with an update.

Again — this is Vol 2 of the Skill Mastery Series.

Next newsletter we will cover the skill of “Writing”.

Stay tuned for that.

Sebastian Morino

Ultimate Action List:

If you forget everything in this article, remember this checklist:

The Internet Population.

• Learn the 3 types of people online: Influencer, Consumer, Creator.

• Focus on building, writing, solving—not scrolling endlessly.

Your Digital Reputation.

• Build a reputation based on value.

• Solve problems, share ideas, and create understanding.

Value Creation.

• Solve problems that matter.

• Find pain points in areas like health, wealth, and/or relationships.

Building Distribution & Build Your Audience.

• Build a social following (rented), but know platforms can disappear.

• Grow an email list (owned) for long-term control.

• Use paid audiences to scale — Trade dollars for attention to speed up growth.

P.S. Whenever you're ready, there are 2 ways I can help you:

1: Build your clarity, systems, and growth with 1:1 consultations here.

2: Follow me on Twitter, LinkedIn, and Threads for more operating systems.

If you find this helpful…

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