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Traction: A Startup Guide to Getting Customers Hardcover – August 25, 2014
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"This is a must-have, essential book if you want to be good at growth." - Aaron Ginn, Growth at StumbleUpon
"Traction is an absolute must. The Bullseye Framework Gabe and Justin layout is probably the greatest tool in my catalog over the past year. Whether you are a seasoned entrepreneur or just getting started, Traction offers a framework that creates efficiency, clarity, and focus. With startups as crazy as they are, I strongly encourage you to take the time to make your life a little easier. Traction is equal to and should be read alongside The Lean Startup." - Adam Kearney, Founder & CEO, Saunter
"Traction is a critical guide for entrepreneurs looking to grow and scale their businesses." - Patrick Vlaskovits, bestselling author of The Lean Entrepreneur
"I've read quite a few books about startups over the years, and apparently this was the only one worth keeping." - Chris Stucchio, Data Scientist
"Traction belongs on every startup founder’s bookshelf. I’m buying copies for the CEOs of my current Angel Investments." - Kevin Dewalt, Angel Investor
"Anyone--founders, managers, and executives--trying to break through to new customers can use this smart, ambitious book." — Eric Ries, bestselling 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, bestselling author of Linchpin
“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, cofounder 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 & Executive Chairman of reddit
"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, bestselling author of Choose Yourself
About the Author
Gabriel Weinberg is the Founder & CEO of DuckDuckGo, the search engine that doesn't track you with over a billion searches in 2013. He is also an angel investor in early stage startups. Weinberg has been featured on CBS, FOX, the Guardian, the Washington Post and many more. Previously he was the Co-founder & CEO of Opobox, which was sold to United Online in 2006. Weinberg holds B.S. in Physics and an M.S. in Technology and Policy from MIT. He is based on Valley Forge, PA with his wife and two boys.
Justin Mares is the former Director of Revenue at Exceptional, a software company that Rackspace acquired for 8 figures in 2013. He has previously founded two startups (one acquired, one bust) and runs a growth meetup in San Francisco. You can find his writing on marketing and personal-development on his blog, justinmares.com.
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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.
Something I appreciated about this book was how much objective research went into it. The list of traction channels wasn't something they pulled out of their backside, but rather something that resulted from extensive interviews with entrepreneurs and business people who have experienced real-life success with them.
The only reason I didn't give Traction five stars is because many of the sections lacked the practical advice needed to put these strategies into action. To that extent, I felt like it left me hanging in quite a few areas. Not every reader is going to know who to contact for a PR campaign, how to get started with SEO, or the best way to setup a sales process/team. If you are looking for very specific information like this, realize that this book won't deliver it to you.
Now to be fair - each of the 19 channels probably deserves its own book to describe such detail, and I don't think this book was intended to be an encyclopedic guide to implementing every channel. This book was surely intended to be more of a top-level overview. To that end, it was great for calibrating one's understanding (from a leadership/executive perspective) of each channel. It inspired me to think outside the box with my own business and projects, and I still found a lot of value in it.
Anyone new to the startup world or who plans to start their own business deserves to read this book - and probably also the Lean Startup by Eric Ries. Some have said Traction and the Lean Startup go hand-in-hand, with Traction focusing more on customer acquisition and Lean Startup focusing more on product development. The build-measure-learn concept is present in each, however, and is a clear theme for all new business owners.
Once again, would certainly recommend to anyone new to the startup world or entrepreneurship. It's a quick and easy read with many good ideas.
Most Recent Customer Reviews
Gives solid examples and leaves room for imagination by the entrepreneur.
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