Channels

Where people actually find you.

Choosing

Search, social, email, content, events, partnerships, paid advertising and word of mouth. Most businesses get most customers from one or two, and the rest are noise.

Test several cheaply, then commit to what works.
Being present everywhere at low quality is worse than being strong in one place.

Owned and rented

An email list is yours; a social following is rented from a platform that can change the rules overnight. Both are useful and the distinction matters for planning.