Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Other Sellers on Amazon
+ $3.99 shipping
+ Free Shipping
+ $3.99 shipping
Traction: How Any Startup Can Achieve Explosive Customer Growth Hardcover – October 6, 2015
|New from||Used from|
Featured business titles
Sponsored by McGraw-Hill Learn more.
Frequently bought together
Customers who bought this item also bought
Praise for the first edition of Traction:
"Anyone--founders, managers, and executives--trying to break through to new customers can use this smart, ambitious book."
—Eric Ries, author of The Lean Startup
“Here is the inside scoop, the latest, most specific tactics from the red-hot center of the internet marketing universe. From someone who has done it. Twice.”
—Seth Godin, author of Linchpin
"A common question I get is: 'How do I know if my business is getting traction, or how do I get traction for my business, or how do I get users?' Traction answers all of these questions and more.”
—James Altucher, author of Choose Yourself
“The entrepreneurs who walk out of our offices with term sheets walk into them with Traction. It's a pragmatic guide to solving the entrepreneur's number one challenge.”
—Fred Wilson, partner of Union Square Ventures
“The question every founder asks after shipping is always: how do I get traction? This book actually answers it.”
—Alexis Ohanian, cofounder of reddit
"Traction is a critical guide for entrepreneurs looking to grow and scale their businesses."
—Patrick Vlaskovits, bestselling author of The Lean Entrepreneur
About the Author
GABRIEL WEINBERG is the founder and CEO of DuckDuckGo, the search engine that doesn’t track you, receiving more than three billion searches in 2015. He was previously the cofounder and CEO of Opobox, which was acquired for $10 million. He lives in Valley Forge, Pennsylvania, and on Twitter at @yegg.
JUSTIN MARES is the founder of two startups and the former director of revenue at Exceptional, a software company that was acquired by Rackspace. He lives in San Francisco,and on Twitter at @jwmares.
Browse award-winning titles. See more
If you are a seller for this product, would you like to suggest updates through seller support?
Top Customer Reviews
According to The Economist (2014 Sep 13), "marketers say they have seen more change in the past two years than in the previous 50."
According to the Harvard Business Review (2014 July-August, p. 56) "In the past decade, what marketers do to engage customers has changed almost beyond recognition....we can't think of another discipline that has evolved so quickly."
It can seem like marketing is getting harder each year, but actually in some ways it's getting easier and cheaper, e.g., Facebook's targeted ads. What's needed is a guide to how marketing is changing.
Unlike the zillions of e-books about Facebook marketing, Twitter marketing, etc., my book would cover and compare all marketing channels. Unlike the e-books, my book would include case studies of real companies. Unlike the marketing textbooks, my book would focus on tech startups, not on dog treat bakeries and corner grocery stores. Unlike the books that say you'll get rich if you follow their formula, my book would say that marketing is changing rapidly now, and the marketing plan that worked even a few years ago won't work now. I proposed teaching entrepreneurs instead to make small-scale experiments, see what works and what doesn't, and continuously evolve their marketing.
I scrapped my book proposal because "Traction" is that book.
There are some things I would add (and perhaps Weinberg and Mares will in a second edition). My proposal included case studies of both success and failure. "Traction" only has successful case studies, leading to a sense that every marketing strategy leads to success. Including both successes and failures would lead to a framework for what channels work for what types of companies. E.g., viral social media likes may work for a microbrewery, but not for colonoscopies!
Points I like about "Traction":
- Entrepreneurs should spend 50% of their time on product development and 50% on marketing, but product development sucks up all your time. It's more satisfying to add a new feature to your product than to spend your limited capital on a marketing test that completely fails. We feel comfortable developing our products but feel clueless marketing them.
- Integration with Lean Startup. That was the book I proposed a few years ago, and Eric Reis beat me to it!
- How much traction (downloads, press coverage, sales) investors want to see before they invest increases every year, as marketing gets faster and cheaper to some startups.
- Every entrepreneur has to hand sell the first few customers.
- Building a viral marketing campaign will take one or two engineers three to six months! I.e., viral marketing doesn't magically happen just because your product is so cool.
Stuff that's missing:
- Celebrity endorsements is a 20th channel.
- A chapter about market research, e.g., why you should ask open-ended questions instead of closed-ended questions.
- The PR chapter needs a section on finding journalist contacts, se.g., whether to use the Meltwater or Cision databases.
- Tradeshows are about having outgoing, enthusiastic salespeople, not about having a flashy booth.
The actual growth of my marketing through traction is what I expected & the stages of growth I should expect. Unfortunately, what I got was a laundry list of things I could probably google.
The book chapter layout was opposite of what it should have been: it should have had 20 chapters of material on how to develop my business from 1 client to 1 million clients, outlining the different challenges during each stage of growth & then 1-2 chapters on all the different traction channels & how to implement them.
Perhaps this should have been 2 books, one simple discussing growth in stages & one about traction channels? I was frustrated by the lack of a single path.
I know there is no one path, but I expect at least one laid out initially for me all the way from failure to success to relate to, before discussing the options I have. It would make it easier to understand the rest of the book.
That said, the book's commitment to traction is tremendous & I massively appreciate the new inquiries that this book has created in the world. This is a rich discussion & more people should be paying attention to this topic. Thank you for speaking up!
The first third of the book seemed pretty well thought out with the bullseye approach but I thought the practical examples of each of the outlined areas a company could find traction lacked the wow and substance factor in a lot of ways. Reading through the other reviews I see that most people loved the book so maybe it was just me and my expectations were not realistic. But for me, I was looking for more than a marketing book chalked full of practical (often espoused) marketing 101 ideas and overly simplistic strategies.
I kept thinking I was being too judgmental as I read into the later chapters. However my disappointment was only confirmed by how the authors finished the book. Or should I say, didn't seem to finish the book. There was no closure following the final "idea" which I found odd. You just get to chapter 24 and the book ends - no good luck from the authors, no attempts to encourage the reader or offer any final nuggets of personal validation. It just ended.
Either the authors were given a page count by their publisher or they simply failed to follow their own advice. Either way they left any remarkably very little traction as to suggest to the reader to continue using the book as an ongoing resource or strategic blueprint.
Most Recent Customer Reviews
Gives solid examples and leaves room for imagination by the entrepreneur.
Definitely would recommend to a friend
More on Asian startup needed