Book · book (~240 pages)

Traction: How Any Startup Can Achieve Explosive Customer Growth

Gabriel Weinberg & Justin Mares · Portfolio / Penguin Paid Intermediate

The definitive playbook on distribution, it catalogs all 19 channels and gives you the Bullseye framework to systematically find the one that works. Essential for anyone thinking channel-first.

  • There are 19 traction channels; most startups win on just one.
  • Bullseye framework: brainstorm all channels, test 3, focus on the winner.
  • The 50% rule: split your time evenly between product and traction.
  • Draws on 40+ founder interviews (Wikipedia, reddit, HubSpot, Kayak).
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It answers 13 questions

  1. How do I actually get my first 10 customers when nobody has heard of me?
  2. How do I figure out which distribution channel is right for my startup?
  3. Why does everyone say 'distribution is more important than product'?
  4. What are the actual distribution channels I can choose from?
  5. Should I focus on one channel or spread across many?
  6. How do I pick which paid channel to start with?
  7. How do I get my first users for the MVP?
  8. How did real successful startups actually land their first customers?
  9. How do I build a targeted list of the right people to cold email?
  10. How much budget do I need to test a paid channel properly?
  11. How often should I be launching, is once a quarter too much?
  12. As an Indian founder, how do I think about distribution for a global product?

And 1 more across the hub.

Read with it

  1. The permission slip to recruit users by hand, do things manually, and deliver 'insanely great' experiences to your first few... paulgraham.com Essay · ~15 min read Do Things That Don't Scale Paul Graham
  2. A tactical follow-on covering the channels and motions top B2B startups scale after the first ten. Grounds distribution... Lenny's Newsletter Article · ~15 min read How to win your first 10 B2B customers Lenny Rachitsky
  3. The single best thing ever written on customer conversations. It teaches you to ask about the customer's life and past... momtestbook.com Book · ~130 pages The Mom Test Rob Fitzpatrick
  4. A blunt, practical guide from Demand Curve's founder on which paid and organic channels fit which business, and why most... julian.com Article · Long-form guide Startup Handbook: Customer Acquisition Channels Julian Shapiro
  5. An Indian founder story where the early demand test was manual, cold emails and direct outreach to find the first customers... Prime Venture Partners Podcast Podcast · ~50 min How Khadim Batti Built Whatfix Into a Global SaaS Leader Prime Venture Partners
  6. When your first ten will come from cold outreach, this guide gives you the full mechanics: building a target list, qualifying,... Close Article · Multi-chapter guide The Ultimate Startup Guide to Outbound Sales Steli Efti
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