Go where your customers already gather

How do you get to them, and where can you go where they already are as opposed to making them come to you?

It's important to notice that if you're looking at a subreddit of about a thousand people, recognize the upper size of this audience, you're not going to win 5,000 businesses through that Reddit community, but you're maybe going to win 10% of the people there that are having this problem.

Find the niche, start really small and find the niche. I think oftentimes I've seen other startup founders... being like, 'I'm going to build this world's largest community off this kind of thing,' and it almost starts at this super scaled version and then they set themselves up for failure.

LinkedIn is super underutilized because it gets a ton of eyeballs in time, but most of the content sucks. 95% of the content is people congratulating each other on work anniversaries or people saying, 'I'm so proud of my team for this thing they did.' And then people react out of a sense of friendship and affection or support, but actually genuinely interesting and useful content on LinkedIn is very rare. So the ratio of your competitive set of interesting content versus how much time and attention people spend on there is excellent.

The obvious strategy for a growth person is, 'Let's make a bunch of automated spam and spam Reddit all over the place.' That's the growth mindset, which makes sense, the hustle mindset. Fortunately, that doesn't work very well.