There's an entire book written about the second approach called Traction [0] which boils down to: find the most dominant distribution channels and exploit them.

There's an entire book written about the second approach called Traction [0] which boils down to: find the most dominant distribution channels and exploit them. Of course it includes plenty of non-traditional channel ideas and strategies as well. [0]: http://tractionbook.com/ http://tractionbook.com/