From Zero to Viral: How to Crack Distribution
Why Mastering Distribution is Your Shortcut to Explosive Growth
Read time: 5 min
Let me take you behind the curtain.
Here’s how I grew The Climate Insiders newsletter to 7,000+ readers in 150+ countries.
And here’s the kicker: 30% of that growth happened in just the last two weeks 😳
The formula?
Two words: Differentiation and Distribution.
Let’s break it down.
Why You Should Care About Brand
If you care about a cause, you need others to care too.
That requires trust.
And trust comes from one thing: a brand—a recognizable beacon that goes beyond your inner circle.
Brand is leverage.
It convinces people who don’t even know you.
They don’t know you—but they trust what you’ve built.
When I started the Climate Insiders newsletter 2.5 years ago, I was clueless. I experimented endlessly:
Podcast.
Newsletter.
Content that flopped, then flopped again.
It was a grind. Growth was sluggish.
Until I cracked my first big lesson: Differentiate or Die.
Lesson 1: Differentiation
The market is crowded. Your competition? Ruthless.
To stand out, you need a clear edge.
For me, it’s short, snappy, value-packed content—always with a dose of fun.
And memes.
You’d laugh if you saw how many politically incorrect memes I’ve made but never published. (Trust me, the restraint is real.)
This approach got me to 5,000 subscribers.
But to go further, I needed more than just differentiation.
Lesson 2: Distribution
Differentiation gets you noticed.
Distribution gets you scale.
The last year? I went through endless iterations.
I launched a YouTube channel.
Started posting on Instagram.
Even tried TikTok (yep, really). Some TikToks even went massively viral (2.8M views in 4 days 😂)
But the depth of engagement on LinkedIn outperforms everything.
YouTube, Instagram, and TikTok are way too flaky. Hard to trigger real conversations.
LinkedIn is the place for grown-up conversations about ideas that matter.
How to Win on LinkedIn
If you’re serious about cracking distribution, here’s your playbook:
Post 2-3 times a week. Helps you understand what content type works and what doesn’t.
Focus on the hook. 90% of the work is on opening lines.
Leverage visuals. Striking stories + visuals = engagement.
Get lucky. Seriously. Nobody can guarantee virality—it all depends on the early reactions of the first 30 min of your post.
The Power of Scale
One LinkedIn post recently reached 2.7 million people.
Let that sink in.
2.7 million is the prime audience on national TV of most large European countries.
Imagine the impact if we collectively harnessed that kind of reach every week.
For me, that kicked in an incredible chain reaction.
Gained 7,000 followers on LinkedIn. 1,100 Newsletter subs, and endless new conversations for collabs and co-investments.
The Bigger Picture
Here’s what’s at stake:
AI is winning the narrative battle.
What’s the promise? Efficiency.
Truth is, it’s just a distraction and fueled by FOMO.
Most of it is just glorified API calls. It isn’t even innovative.
Meanwhile, Climate Tech is losing the war—for both capital and talent.
Every week, I hear brilliant founders pivot to AI. It’s heartbreaking. 😔
If you’re reading this newsletter, you already know: the real existential threat isn’t AI taking your job.
Yes, AI matters. So do cancer, Alzheimer’s, and countless other challenges.
But here’s the truth:
None of these are immediate existential threats to humanity.
Climate change and biodiversity collapse are.
And while the world gets distracted, the clock is ticking.
So Why Build a Brand in Climate (or Anywhere)?
Because the world needs your voice.
Right now, AI is vacuuming up 90% of VC funding. Why?
Its evangelists are selling a sexy, uplifting vision—and they’re winning.
But we have something far more powerful to offer:
A cleaner, more equitable future.
Opportunities for better health, shared wealth, and deeper human connection.
Solutions the market is already demanding.
The truth? People crave inspiring, hopeful, and “humanity can do it” stories.
Here’s proof: This post went viral. 3 million people cared.
Imagine the impact we can make if we share our story loud enough.
Parting Thoughts
Brand gives you a megaphone.
Distribution amplifies your voice.
And together? They move mountains.
So, what’s your next step?
Start building your brand. Crack your distribution.
And let’s inspire the world to care.
Yoann
Whenever you’re ready, I’ve got some game-changing resources for you:
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Loving your actioned packed newsletters Yoann :)