Puzzle-Based Channel Scaling
Treat weak results as clues, test another channel, then scale the rhythm
- Difficulty
- Moderate
- Time to result
- ~months to results
- Steps
- 7
- Confidence
- 94%
When a launch channel underperforms, reframe the result as a puzzle rather than proof that the entire business is broken. First identify whether the channel is producing the expected behavior, such as sign-ups, conversion, repeat orders, or industry interest. If it is not, temporarily reduce attention there and examine where comparable products already sell successfully. Enter the alternative channel with appropriate expertise, because each marketplace or distribution system has its own mechanics. Run a contained test, watch for early momentum, and adjust agencies or partners when execution style does not fit. Once results develop a repeatable rhythm, commit resources and scale. Michelle applied this reasoning when Gorgie's Shopify conversion disappointed, shifting emphasis to retail and then testing Amazon, which became a six-figure monthly channel within months.
Origin
Michelle Cordeiro Grant developed this approach while adapting from Lively's DTC model to Gorgie's retail and Amazon growth. Extracted from The Jasmine Star Show.
Core principles
- 01A failed channel does not automatically mean a failed product
- 02Different brands can achieve traction through different channels
- 03Weak conversion is a signal to redirect attention
- 04Specialist partners accelerate unfamiliar channels
- 05Scale only after repeatable momentum appears
How to run it
- 1
Name the missing signal
Specify what the current channel should be producing and identify the metric that is falling short.
Pro tip Separate traffic, conversion, repeat purchase, and contribution margin rather than labeling the whole channel ineffective.
Watch out Do not diagnose a channel from vanity metrics alone.
- 2
Reframe the setback
Treat the underperformance as a configuration puzzle rather than immediate evidence that the product has failed.
Pro tip Ask where this particular brand might naturally achieve its breakthrough.
Watch out Reframing should encourage disciplined testing, not denial of persistent negative evidence.
- 3
Redirect focus temporarily
Put the weak channel to the side and concentrate resources where stronger signals are already appearing.
Pro tip Define when the paused channel will be reviewed again.
Watch out Do not continue spreading resources evenly across channels with radically different performance.
- 4
Study an alternative channel
Review comparable companies, industry reports, and customer buying behavior to identify a promising route.
Pro tip Look for evidence that the product category already performs there.
Watch out Competitor success does not guarantee that the same economics will work for your offer.
- 5
Bring in channel expertise
Use an experienced agency, operator, or community to establish the listings, logistics, and platform practices correctly.
Pro tip Set measurable expectations before hiring the partner.
Watch out Do not outsource ownership of the underlying data.
- 6
Tinker until rhythm appears
Adjust listings, partners, positioning, and scaling tactics while monitoring whether performance becomes increasingly repeatable.
Pro tip Change one major execution variable at a time when possible.
Watch out Constant unstructured changes make it impossible to identify what caused improvement.
- 7
Scale the proven motion
Increase resources once the channel demonstrates sustained traction rather than a single spike.
Pro tip Confirm repeat purchase and unit economics alongside revenue growth.
Watch out Do not scale acquisition before retention is visible.
In the wild
Gorgie's Shopify traffic did not produce the conversion rates Michelle wanted, so the team prioritized retail for six months. After earnings reports showed beverage companies performing on Amazon, Gorgie tested the marketplace with a specialist agency, later changed agencies to access a different scaling style, and reached six-figure monthly sales by September.
→ Amazon became Gorgie's leading digital sales channel.
A software company sees webinar registrations but weak self-serve conversions. It pauses broad webinar spending, studies where similar products convert, and tests a partner marketplace with an experienced operator. After three cohorts show consistent activation and retention, it scales the partnership.
→ Resources move from an attractive but weak channel to a repeatable acquisition path.
Common mistakes
Repeating the previous playbook
A channel that worked for one company may not fit another company's product, customer behavior, or distribution economics.
Scaling at the first sparkle
Early momentum is a reason to continue testing, not proof that the channel is ready for unrestricted investment.
Keeping the wrong partner
A capable agency can still have the wrong operating style or scaling strategy. Change the configuration when the rhythm never appears.
Is it for you?
Best for
It is best for businesses testing retail, DTC, marketplaces, trade channels, or other competing routes to customers.
Not ideal for
It is not ideal for founders without enough runway to run bounded experiments or measure channel-level performance.
From the transcript
“You don't see the world as problems. You see it as puzzles.”
“Tinker, tinker with your agencies, tinker with your partners, and then when you see that like rhythm happening now scale now go.”
“Acquisition is one thing, but you can't scale acquisition until you know you have retention and the stickiness we have.”
From the episode
Creating Brand Loyalty, Social Media Virality, and User-Generated Content with Michelle Cordeiro Grant
Michelle Cordeiro Grant