You can have the best product in the world and go nowhere. The question is never how loud you are — it's which room you walk into and who opens the door.

The Reach pillar is not about broadcasting to the largest possible audience. It's about finding the right room — where the people who need exactly what you've built are already gathered — and being useful enough in that room that the door opens wider. Four levels of reach: paid, borrowed, earned, orbit. Arc Five begins here.

— THE BUILD —

Map your reach hierarchy. Where does your current reach come from? Paid, borrowed, earned, or orbit? What percentage of your current audience found you through each level? And — most importantly — what would it take to move one level up? What would earning the next level of reach require from you?

Don't skip this. Motivation fades by Tue ...