Companies increasingly use digital technologies to bypass distributors and enter into direct relationships with their end-users. These relationships can create efficient new sales channels and powerful feedback mechanisms or unlock entirely new business models. But they also risk alienating the longstanding partners that companies count on for their core business. Executive leaders understand the potential of a reinvented distribution strategy but are often unclear on how to proceed. While the opportunity is compelling, so is the potential to upset existing distribution partners and thereby damage the core business. To minimize the risk associated with this transition, there are three strategies for developing a digital distribution approach.