Traction

Most startups don't fail because they can't build a product. Most startups fail because they can't get traction.

Building a successful company is hard. Smart entrepreneurs know that the key to success isn't the originality of your offering, the brilliance of your team, or how much money you raise. It's how consistently you can grow and acquire new customers.

Traction will teach you the nineteen channels you can use to build a customer base,and offers a three-step framework to figure out which ones will work best for your business. No matter how you apply them, the lessons and examples in Traction will help you create and sustain the growth your business desperately needs.

• Preface: Traction Trumps Everything

1. Traction Channels
2. Traction Thinking
3. Bullseye
4. Traction Testing
5. Critical Path
6. Targeting Blogs
7. Publicity
8. Unconventional PR
9. Search Engine Marketing (SEM)
10. Social and Display Ads
11. Offline Ads
12. Search Engine Optimization (SEO)
13. Content Marketing
14. Email Marketing
15. Viral Marketing
16. Engineering as Marketing
17. Business Development (BD)
18. Sales
19. Affiliate Programs
20. Existing Platforms
21. Trade Shows
22. Offline Events
23. Speaking Engagements
24. Community Building

• Appendix: Middle Ring Tests