Firstly, what’s a MOAT? Think of castles back in the day. They’d have water surrounding it to protect it from outsiders. So, a MOAT is basically your company’s defensibility.

For years, startup advice sounded like: “omg just build something great, and the growth will follow!”

But the reality is, the internet is flooded with good products. Being better is no longer enough. You’ve to think about:

while you’re building, or even better — before.

Interestingly, most founders can explain their product, but not many can explain how the next 1,000 users will discover it.

Remember, product-market fit gets headlines. Distribution-market fit usually pays the bills.

“How would I get the first 100 users if the product already existed today?”

Most founders will say:

ads | SEO | content

Bro… those are just tactics, not distribution.

Instead ask:

A lot of startup ideas become less attractive once you think honestly about distribution. Which is useful. It’s better to discover that now than 6 months later into building.

Founders rarely ask mentors about finding customers.
They ask about marketing.

Those aren't always the same thing.

Marketing creates awareness.
Distribution creates access.

Founders are moving from “how much do I spend on ads” to partnerships, channel strategy, and communities.

Know someone who needs to get unstuck? → venturegrid.social

Vanessa Ho
Community & Partnerships • Singapore

Vanessa has spent years sitting at the intersection of startups, investors, and ecosystems. From co-founding NUS Alumni Ventures to leading startup and investor engagement at GFTN, she's seen firsthand how opportunities rarely come from cold outreach alone.

The best founders don’t just build products. They build networks, partnerships, and relationships that create leverage long before they’re needed.

Forward this to a founder friend who still thinks ads, SEO, and content are enough.

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