Hands down the best startup marketing book out there, and the first one I recommend to people who want to get into startup marketing. I still use some form of the Bullseye Method in it for thinking about digital marketing, and the list of channels to brainstorm new ideas.
Traction is the sign that something is working, that your product is “taking off.” It’s what you need to prove in order to get investment, and it’s one of the defining qualities of a startup.
Most people have a product, but what they fail to get is traction for that product.
There are 19 traction channels:
Odds are you have some bias towards one or a few of the channels, but you should look at all of them as potential opportunities.
Use the “Bullseye Process” to find the traction channels you initially go after.
The 50% rule: spend 50% of your time on product, 50% on traction.
Your traction strategy should always be focused on moving the needle for your company, making a measurable difference in the number you care most about for success.
Most of the book is providing examples and stories to help you execute on each traction channel, highly recommend looking at it based on your curiosity about each one.
Then consider joining the 30,000 other people getting the Monday Medley newsletter. It's a collection of fascinating finds from my week, usually about psychology, technology, health, philosophy, and whatever else catches my interest. I also include new articles and book notes.