Many founders misdiagnose their real challenge. The issue isn't attracting eyeballs—it's who controls the distribution channel. When you're constantly renting attention through ads or paid partnerships, you're locked into a treadmill of short-term gains. Every dollar spent vanishes once you stop spending. But building owned distribution is different. It compounds. Your community becomes your megaphone. Your platform becomes your leverage. The founders worth watching aren't optimizing for viral moments. They're architecting distribution moats—owned channels that strengthen over time. That's where the real game happens.