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"Justin and I interviewed more than forty successful founders over the past five years, and researched countless more traction stories. Our book is not a transcribed interview book, however. Instead, we recognized patterns and synthesized all of this traction learning into a framework for getting traction called Bullseye. That's why it took so long to write.

Our book is in two sections. The first five chapters lay out Bullseye. Essentially, this process involves targeted experimentation with a few carefully chosen traction channels, followed by a laser focus on the one that is working. It is designed to systematically uncover strategies for getting traction that you wouldn't have found using other approaches. We also cover a variety of strategic and tactical traction issues such as how to allocate your time pursuing traction, how to think about fundraising and pivoting with respect to traction, and generally how to maximize your chances of getting traction.

The second section has one chapter for each of the nineteen traction channels: viral marketing, public relations (PR), unconventional PR, search engine marketing (SEM), social and display ads, offline ads, search engine optimization (SEO), content marketing, email marketing, engineering as marketing, targeting blogs, business development, sales, affiliate programs, existing platforms, community building, trade shows, offline events and speaking engagements. Through our research we've found that each of these traction channels has worked for startups of all kinds and in all different stages.

Traction Book is for all startup founders and employees seeking more traction. You can download the first chapter for free by signing up for our mailing list at tractionbook.com. We also have a discussion forum with lots of traction resources organized per channel at discuss.tractionbook.com. Enjoy and pre-order!" -Gabriel Weinberg, DuckDuckGo http://www.gabrielweinberg.com/blog/2014/07/pre-order-tracti...
  • GW

    Gabriel Weinberg

    almost 5 years ago #

    Co-author here. I actually started exploring this book topic in late 2009 through an initial series of open-ended interviews that were discussed on HN (when it was much more startup focused). Here is that set: https://www.youtube.com/channel/UC6r4nAnkQO3VpddRSVwUVDg (e.g. Eric Ries https://www.youtube.com/watch?v=-weDi8WXD_Y, Alexis Ohanian https://www.youtube.com/watch?v=enEqAq1x9UQ, Jimmy Wales https://www.youtube.com/watch?v=au3cMsHPbxQ).

    I started angel investing around the same time and I quickly came to the conclusion that the pursuit of getting traction needed much more structure more akin to product development. I also got increasingly busy with DuckDuckGo, and so it took finding a co-author and many years to actually get this book across the finish line.

    Here's my post from a few days ago summarizing the book: http://www.gabrielweinberg.com/blog/2014/07/pre-order-traction-book.html

    Happy to take any questions.

    • MB

      Morgan Brown

      almost 5 years ago #

      Thanks for stopping by GrowthHackers @yegg. I've been looking forward to this book ever since you started putting out the video interviews. Really excited to read it, and I'm sure we'll do a GrowthHackers.com book club read of it with people here in the community.

      If you're up for it, we should set up an AMA here with you and Sean when it launches.

      Also, it'd be great to get more insights into the new Bullseye framework you've come up with.

      • GW

        Gabriel Weinberg

        almost 5 years ago #

        Thanks! Would love to do an AMA on this when it launches.

        Here's my original Bullseye blog post: http://www.gabrielweinberg.com/blog/2013/01/the-bullseye-framework.html

        It really stems from a few different observations from all the interviews and research:

        1) There is an enumerable set of major traction channels that companies continually use to get traction. Our list includes 19 (enumerated at http://discuss.tractionbook.com/ or at the bottom of http://tractionbook.com). We found that these have been used successfully across different company types (B2C vs B2B, etc.) and at different stages.

        2) Usually one channel dominates in a given stage of growth.

        3) Founders have major biases (previous knowledge, don't think it fits their company etc.).

        4) It is hard to predict exactly what channel is right for a particular startup at a given time.

        5) You can run a few tests in parallel.

        Given all these, Bullseye is designed to get you to figure out which of the 19 channels is right for you now and then focus on the one that is working. It tries to get you to take them all seriously.

        We additionally introduce another framework in the book called Critical Path (that I use at DuckDuckGo) to help you stay focused. Finally, we try to argue strongly that you should spend roughly 50% of your time on growth early on (the other 50% being on product development).

        • SC

          Shana Carp

          almost 5 years ago #

          Question? I saw a preview of the book. The one question I asked afterwards was how to rank which method to try, and how to differentiate which to try first - particularly when costs are an issue.

          • GW

            Gabriel Weinberg

            almost 5 years ago #

            Bullseye is really designed to answer that question. The summary is in the blog post linked above.

      • GW

        Gabriel Weinberg

        almost 5 years ago #

        @morgan we're launching tomorrow and happy to do the AMA sometime this week.

  • ME

    Matt Ellsworth

    almost 5 years ago #

    Pre-ordered.

  • AK

    Adam Kearney

    almost 5 years ago #

    I got a sneak peak at "Traction" and I can tell you its an absolute must. The Bullseye Framework Gabriel and Justin layout has been the greatest tool in my catalog over the past year. Whether you are a seasoned entrepreneur or just getting started, Gabriel and Justin offer 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 :).

  • SC

    Shana Carp

    almost 5 years ago #

    I saw a preview of the book. It is definitely worth it.

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