When you sell something for $100—jeans, a skateboard, a purse—there are only two forces at play:
1. Product (what you make)
2. Distribution (how it gets into someone’s hands)

Let’s rewind for a second.
Back in 1985 (yes, Back to the Future era), that $100 product roughly looked like this:
* $50 → Product
* $50 → Distribution
Pretty balanced.
Now fast forward to today:
* $11 → Product
* $89 → Distribution
Let that sink in.

Here’s where most people go wrong:
They obsess over shaving costs on the $11 side.
“Can I manufacture this cheaper?”
“Can I move production overseas?”
“Can I save $1 per unit?”
Sure—maybe you get it down from $11 to $10.
But you just spent hours (or months) optimizing 1% of the equation.

Meanwhile, the real leverage sits in the $89.
Distribution is everything:
* Packaging
* Fulfillment
* Shipping
* Warehousing
* Retail placement
* Customer acquisition
Every step from factory → front door → closet.

Coaching insight:
Your clients may not sell jeans.
But they do have a version of this equation.
And more often than not, they’re over-investing in:
* tweaking the offer
* perfecting the product
* polishing the details
…while under-investing in:
* visibility
* messaging
* channels
* delivery systems

The shift:
Don’t ask:
“How can I make this cheaper?”
Start asking:
“How can I get this into more hands, faster, and more effectively?”
That’s where the real growth lives.