Traction: A Startup Guide to Getting Customers

“Traction is the best way to improve your chances of startup success. Traction is a sign that something is working. If you charge for your product, it means customers are buying. If your product is free, it’s a growing userbase.”
“In other words, traction is growth. The pursuit of traction is what defines a startup.”
“It’s hard to predict the channel that will work best. You can make educated guesses, but until you start running tests, it’s difficult to tell which channel is the best one for you right now.”
“After your growth curve flattens, what worked before usually will not get you to the next level. On the flip side, traction channels that seemed like long shots before might be worth reconsidering during your next iteration of Bullseye.”
“This effective tracking and reporting system can be as complex as an analytics tool that does cohort analysis or can be as simple as a spreadsheet, but it must exist. Furthermore, each cheap test you run should have a point - to validate or invalidate specific assumption(s) in your model.”
“After you’ve run cheap tests, validated assumptions, and found a traction channel that is working, your goal is to optimize your use of that channel.”
“If you have a piece of content that has high organic reach, when you put paid [advertising] behind that piece of content the magic happens. As more and more people see it, more and more people engage with it - because it’s a better piece of content...Paid is fundamentally only as good as the content you put behind it. And content is only as good as how many people actually see it.”
“Brenda Spoonemore, former VP of Interactive Services at the NBA, put it like this: “What do you have that they (big companies) need? You’re more focused than they are. You have an idea and you’re solving a problem. You’ve developed content or technology and you have a focus. This is very difficult to do at a big corporation.”