When your customers become your distribution.

Tomas Vela is blunt about paid acquisition: it is a tax you pay for not being interesting enough to share. Relay is his attempt to design that tax away.

The alternative, he argues, is to make every customer a distribution channel — not through referral gimmicks, but by building products worth talking about at work.

He makes the case for why the next category-defining companies will look more like networks than like tools.