Traction is growth. The pursuit of traction is what defines a startup.
Traction is the best way to improve your chances of startup success. Technical, market, and team risks are easier to address with traction. Fundraising, hiring, press, partnerships and acquisitions are all easier with traction.
In other words, traction trumps everything.
If you're starting a company, chances are you can build a product. Almost every failed startup has a product. What failed startups don't have are enough customers.
In the book we present a framework you can use to figure out which traction channel to focus on to get customers – Bullseye – and another framework to guide you in your pursuit of traction – Critical Path.
1. You aren't taking a systematic approach to getting traction like using our Bullseye and Critical Path frameworks.
2. You aren't pursuing traction in parallel with product development. Lean and Bullseye can work together.
3. You aren't using the right traction channel to move the needle for your business.