Traction

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by Gabriel Weinberg & Justin Mares

Most startups end in failure.

Almost every failed startup has a product. What failed startups don't have are enough customers.

Founders and employees fail to spend time thinking about (and working on) traction in the same way they work on building a product. This shortsighted approach has startups trying random tactics - some ads, a blog post or two - in an unstructured way that's guaranteed to fail.

This book changes that. Traction Book provides startup founders and employees with the framework successful companies have used to get traction. It allows you to think about which marketing channels make sense for you, given your industry and company stage.

This framework has been used by founders like Jimmy Wales (Wikipedia), Alexis Ohanian (Reddit), Paul English (Kayak.com), and Alex Pachikov (Evernote) to build some of the biggest companies and organizations in the world. We interviewed each of the above founders - along with 35+ others - and pulled out the repeatable tactics and strategies they used to get traction.

We then cover every possible marketing channel you can use to get traction, and show you which channels will be your key to growth. This book shows you how to grow at a time when getting traction is more important than ever.

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Almost every failed startup has a product. What failed startups don’t have are enough customers.

— Gabriel Weinberg & Justin Mares, Traction