Traction

Who This Book Is For

The ideal reader is a scrappy builder with a working product (or tight MVP) who knows demand—not features—will decide survival. They may be a founder, first growth hire, or product lead at a seed-stage startup, juggling scarce time and budget. They’re pragmatic, data-curious, and willing to split their week 50/50 between shipping and distribution. They can write a landing page, launch basic ads, send cold emails, and instrument activation—then kill ideas quickly when unit economics fail. They want a repeatable way to choose channels, set thresholds, and run fast tests without getting lost in vanity metrics. They’re comfortable being wrong, hungry for feedback, and biased toward calendar decisions over endless tweaking. Best fit: early B2B SaaS, PLG, consumer apps, or marketplace teams aiming for a scalable channel. Also useful for later-stage leaders rebooting growth after plateau. Not ideal for brand-only marketing or teams unwilling to quantify activation, payback, and LTV:CAC.

Book Details