Most businesses get customers through one or two channels (Google Ads, word of mouth, single content platform, specific partnership). Single-channel dependency is fragile — algorithm changes, platform decisions, partner changes can collapse customer flow.
How to diversify
Multiple distinct channels producing meaningful flow (not just multiple ad platforms). Different channel types (paid + content + referral + partnership). Each substantial enough to survive if another disappears.
How to build over time
Don't try all at once. Start with one channel that works. Add second channel year two. Continue diversification over years.