Distribution should not sit outside the product as a later marketing problem.

It has to be designed into the first use and proven from the beginning. The moment a user gets value, the product should naturally create something worth sharing, inviting others into, or building on. Otherwise, the company is not running a strategy; it is running a hope strategy.
The FTUX should create the first turn of the flywheel: a user gets value, produces a shareable object, brings someone else in, and that next person’s participation makes the object more valuable.