Overview
Most teams spread thin across five channels and win on none. This framework forces a real bet on one or two — based on stage, ICP, and team.
Key takeaways
KEY TAKEAWAYS
- 01Channel choice is a function of payback, defensibility, and team fit.
- 02Most early teams should run one channel, not three.
- 03Re-evaluate the bet quarterly, not monthly.
The three scoring axes
Payback window, defensibility (compounding vs. rented), and team fit (can your actual humans run this in 90 days). Each candidate channel gets a score.
What the framework outputs
A 1- or 2-channel bet, a 90-day plan, and a kill condition that makes you stop if the channel isn't working at the checkpoint.
Checklist
CHECKLIST
0/5What's next
Pair with Should We Invest In SEO Now? and Should The Founder Be Active On LinkedIn? for the two most common forks.