A thesis I've stress-tested for 15 years across medical devices and industrial B2B

A thesis I've stress-tested for 15 years across medical devices and industrial B2B.

In any commoditized market, distribution beats product. Not sometimes. Always.

Here's why. Once two products do roughly the same job, the buyer's decision collapses to access, trust, and switching cost. None of those are product attributes. All of them are distribution attributes.

I know this is uncomfortable for founders who built the better mousetrap. It should be.

If you're in a category where three competitors can produce a comparable demo, you're not in a product business anymore. You're in a distribution business that happens to sell a product.

The companies that internalize this win the decade. The ones that don't keep iterating on features the market already stopped paying for.