Traction, a Startup Guide to Product Distribution
TRACTION

A Startup Guide to Getting Customers

We've interviewed more than forty founders, studied many more companies, and pulled out the repeatable strategies and tactics they used to succeed.

Get Traction Book Updates:

We hope to release our book June 1, 2014.

Drawing on interviews with…


Jimmy Wales

Jimmy Wales

Co-founder of Wikipedia
Alexis Ohanian

Alexis Ohanian

Co-founder of reddit
Eric Ries

Eric Ries

Author of The Lean Startup

Rand Fishkin

Rand Fishkin

Founder of SEOmoz
Noah Kagan

Noah Kagan

Founder of AppSumo
Patrick McKenzie

Patrick McKenzie

CEO of Bingo Card Creator

Sam Yagan

Sam Yagan

Co-founder of OkCupid
Andrew Chen

Andrew Chen

Investor at 500 Startups
Dharmesh Shah

Dharmesh Shah

Founder of Hubspot

Justin Kan

Justin Kan

Founder of Justin.tv
Mark Cramer

Mark Cramer

CEO of SurfCanyon
Colin Nederkoorn

Colin Nederkoorn

CEO of Customer.io

Jason Cohen

Jason Cohen

Founder of WP Engine
Chris Fralic

Chris Fralic

Partner at First Round
Paul English

Paul English

CEO of Kayak.com

Rob Walling

Rob Walling

Founder of MicroConf
Brian Riley

Brian Riley

Co-founder of SlidePad
Steve Welch

Steve Welch

Co-founder of DreamIt

Jason Kincaid

Jason Kincaid

Blogger at TechCrunch
Nikhil Sethi

Nikhil Sethi

Founder of Adaptly
Rick Perreault

Rick Perreault

CEO of Unbounce

Alex Pachikov

Alex Pachikov

Co-founder of Evernote
David Skok

David Skok

Partner at Matrix
Ashish Kundra

Ashish Kundra

CEO of myZamana

David Hauser

David Hauser

Founder of Grasshopper
Matt Monahan

Matt Monahan

CEO of Inflection
Jeff Atwood

Jeff Atwood

Co-founder of Discourse

Dan Martell

Dan Martell

CEO of Clarity.fm
Chris McCann

Chris McCann

Founder of StartupDigest
Ryan Holiday

Ryan Holiday

Exec at American Apparel

Todd Vollmer

Todd Vollmer

Enterprise Sales Veteran
Sandi MacPherson

Sandi MacPherson

Founder of Quibb
Andrew Warner

Andrew Warner

Founder of Mixergy

Sean Murphy

Sean Murphy

Founder of SKMurphy
Satish Dharmaraj

Satish Dharmaraj

Partner at Redpoint
Garry Tan

Garry Tan

Partner at Y Combinator

Steve Barsh

Steve Barsh

CEO of Packlate
Michael Bodekaer

Michael Bodekaer

Co-founder of Smart Launch
Zack Linford

Zack Linford

Founder of Optimozo

What is Traction?

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.

Product Customers

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.

Traction Mistakes

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.