On "Creating and Promoting Were Never the Same Decision"

The split between making something worth promoting and actually promoting it is bleeding obvious in retrospect, but teams still collapse these into one decision and wonder why they ship mediocre work that nobody finds. You have to ask "is this good enough that people will care?" before you even think about the channel strategy. Most content workflows skip that entirely—they build the thing, decide it's ship-worthy, then bolt on promotion as an afterthought, which means you're stuck distributing something that was never built to be discovered in the first place. If you're planning campaigns, the hard part isn't the tactics; it's killing the stuff that was never going to work no matter how hard you push it.