Traction channels
In one sentence
There are many ways to get customers. Test a few, then focus on the one that works.
The simple version
Most founders only try what they already know — maybe social media or ads. 'Traction' lists 19 channels (SEO, content, partnerships, sales, events, PR and more) and suggests a simple method: brainstorm all of them, test the best three cheaply, then double down on the winner.
Brainstorm all 19 channels
Test the best 3
Why it matters
A great product with no customers still dies. Picking the right channel can make growth dramatically cheaper.
How to do it
- 1Brainstorm how each of the 19 channels could work for you.
- 2Rank them: promising, possible, long shot.
- 3Run small, cheap tests on your top three.
- 4Measure cost per customer and volume.
- 5Focus almost all effort on the one that works best — the 'bullseye'.
Real-world example
A B2B tool tests LinkedIn ads, cold email and a free online calculator. The calculator brings in leads at a tenth of the cost, so the team goes all in on content and SEO.
What the books say
“Almost every failed startup has a product. What failed startups don't have is traction.”
Common mistakes
- Spreading effort thinly across every channel.
- Leaving distribution until after the product is 'done'.
- Judging a channel on one tiny test.
Questions people ask
What is the Bullseye Framework?
A three-ring process from Traction: brainstorm every channel (outer ring), test the top few (middle), then focus on the one that works (inner ring).
References
- [1]
More books on this in the library
Traction: How Any Startup Can Achieve Explosive Customer Growth
Gabriel Weinberg and Justin Mares's framework for finding the marketing channel that will make your business grow, covering 19 traction channels used by successful startups.
Traction: A Startup Guide to Getting Customers
Practical guide for startups on achieving product-market fit through customer acquisition, featuring the Bullseye framework with 19 channels ranked by effectiveness. Shelved 157 times as startup on Goodreads with average rating 4.11 from 9,843 ratings, published 2014.
Traction
Written by Gabriel Weinberg and Justin Mares, this book provides insights into gaining customer traction for startups. It covers various channels and strategies to help founders identify the most effective ways to grow their business.
Traction: How Any Startup Can Achieve Explosive Customer Growth
A practical startup marketing book by Gabriel Weinberg and Justin Mares that outlines a systematic framework (the Bullseye framework) for finding and scaling the most effective traction channels to grow a startup. Widely considered must-read for founders who need to acquire users and achieve sustainable growth.
Traction: Get a Grip on Your Business
Gino Wickman's Entrepreneurial Operating System (EOS)—a complete system for running your company. Essential for founders who want structure and clarity as they scale.
Traction
Gino Wickman introduces EOS tactics for founders to gain operational traction via vision/traction organizer, scaling teams with people analyzers and issue solving. Key metrics include scorecards and rocks completion rates for growth phases. Vs Blitzscaling, it builds structured processes for sustainable team scaling over chaotic speed.