Why PMs must help architect distribution, not just adapt to it

Over 15 years in tech startups, the author has observed a prevalent hierarchical structure, often limiting the distribution of power, with product managers (PMs) traditionally playing a minor role in shaping distribution strategies. The article discusses how different growth models—sales-led, product-led, and marketing-led—affect the PM's role in product distribution, with the current shift emphasizing the need for PMs to co-architect these strategies alongside traditional distribution owners. It highlights macroeconomic changes from 2022 to 2025 that are reshaping product management capabilities, including the rise of the general manager PM due to economic pressures, the impact of generative AI, increased competition, and the expectation for product-led growth. The text argues for a transition from "green" organizations, which centralize power, to "teal" organizations, where decision-making is decentralized and collaborative, urging PMs to adopt a "founder mode" mindset that involves deep engagement with business strategy and distribution to drive success.