Hunter Hammonds is the CEO of Assembly, which is a venture builder for creator-led brands. They’ve created businesses like @weareoffmenu, @sayheyfriends, @useviralcuts, @trybitesized, etc. The plan is to launch 12 companies in 12 months.
Interesting Tweets Series: Hunter Hammonds
Want the cheat code for getting 100’s of customers? Distribution. But you’re thinking about it wrong. Let me explain
There’s 2 kinds of Distribution.
Owned & Borrowed.
Sahil Bloom is Hunter’s partner and has over 1M followers on X.com
My buddy Sahil owns his. Millions of followers across platforms and 600k+ on newsletter.
I don’t have his audience. So, I have to borrow it.
Here’s where most of you are screwing up… I get hundreds of DMs of people asking me “How do I partner with someone like Sahil/Ali/Sam/Codie etc etc.”
Unless you’re a super seasoned operator with a great track record, you probably can’t. In all honesty, you probably shouldn’t anyways.
There’s a better option for you. I talk about this thing I call “Product Audience Fit” all the time.
It’s the idea that for every creator, there’s a specific service/product/category that their audience is hungry for.
From our research, we found that PAF is strongest with hyper-niche, micro-creators. Micro Creator = <50k followers with a loyal audience.
There’s a massive opportunity for operators and micro-creators to build the service/product their audience is begging them for.
If you’re an operator looking to hack distribution, THIS is your opportunity.
Step 1: Identify where you’re strongest. What’s a business you could build around your zone of genius.
Step 2: Build a CRM of creators that align with your skills.
Start tracking their audience. How dedicated are they? What are their common questions/requests?
Step 3: Provide value to the creator.
There’s no better way to build a partnership than to first give value and ask for nothing in return.
If they’re impressed by you, the opportunity to build a business should emerge naturally.
Step 4: Don’t screw it up. Operate with honesty/integrity and never cut corners.
Step 5: Follow me @_hunterhammonds if this was useful and you want to learn more about creator-led businesses.
I’m going hard on content in 2024.
Check out the original tweet here.
