Why ChatGPT will be the next big growth channel (and how to capitalize on it) | Brian Balfour (Reforge)

Everyone's always complaining, SEO's dead, it can't grow, word of mouth is so hard. All of the ingredients for new distribution platform are essentially happening. My prediction, the new distribution platform will be ChatGPT. There's a bunch of signals that they're about to launch that. This is a huge opportunity for companies to get on it. It ends up being a prisoner's dilemma. Don't trick yourself into thinking that you can't. play the game. The cycles seem to be getting shorter and shorter. So you actually have a smaller amount of time. If you don't do it, your competitors are gonna go to the new platform and your customer expectations change. There is no opting out of the game. This is the opportunity to disrupt an incumbent. If you're a late stage company, you place multiple bets. For startups, it's a totally different ball game. You have to choose one and go all in. Think about companies like Zinga that grew on Facebook and then became massive companies. Building a great product is one of those things that's necessary, but not sufficient. And actually the separation is between those that build really great distribution. What would be the backup if not ChatGPT? My hypothesis of who's best positioned would actually be. Today my guest is Brian Balfour. Brian is the founder and CEO of Reforge, a company that I've been a longtime fan and advocate of. Historically, Reforge has focused primarily on teaching courses on product and growth.

But more recently they've transitioned to building their own products. Including a product called Reforge Insights and a bunch of more really cool stuff coming very soon. Prayer to reforge Brian led growth at HubSpot. And over the course of his career, he has seen the rise and fall of every major distribution channel. Including Facebook's ad platform.

Google Ads in SEO and the Apple App Store. Based on what he's seeing, he is predicting the emergence of a brand new and powerful distribution channel. That will likely arise in the next six months. Centered most likely around Chat GPT. It is really rare for a new growth channel to open up, it's been a long time since the last one appeared.

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