Author(s): Gabriel Weinberg and Justin Mares
Report Published: On Launch
Co-written by the founder and CEO of DuckDuckGo, the search engine that is trying to make inroads on Google’s territory, Traction oozes credibility. If you are serious about your start-up, and you either already have one that isn’t growing as well as you would have liked or you are about to launch one, then this book is a must read. Why, because it will absolutely help your business move up into the next level.
Most people know that growth is a product of working hard and working smart. What you might not realise is that success has to be engineered into your product and the way in which you market it. By the end of Traction, you should have a better working understanding of your primary marketing route and a useful means with which to navigate those you have previously dismissed, or never knew existed. Where Growth Hacker laid down the theory, Weinberg and Mares interview the best names in the business to give you the tips and tricks that will help you put everything into practice.
In short, Traction is the “walkthrough guide” of modern marketing for start-ups that will certainly lead to quakes and aftershocks for all you aspiring entrepreneurial Field Agents out there…
“A startup can be awesome if you believe in it. If not, it can get old quickly”
“The secret to shareable content is showing readers they have a problem they didn’t know about, or at least couldn’t fully articulate.”
“Small gestures turn your customers into evangelists, which leads to an increase in organic growth. They also add to your unique image and story, both key elements in building a strong brand.”
The “50 percent rule” mentioned in Traction states that you should spend 50 percent of your time on product and 50 percent on traction, and this proportion shocked me! I never really had it said so black and white before. Evidently, having something people want but don’t know about, whilst not as terrible as having a bad product that everyone knows about (Windows Vista anyone??) is still fundamentally painful on the pocket, not to mention the pride. The difference between making it in the business world or not, does of course rely on having a great product that captures the market it was produced for!
This book is extremely useful! Not taking the time to read it and write notes will carry an opportunity cost. It is definitely one that needs to be re-read and looked at anew as your brand, revenue and market expands. Needlessly to say, I won’t be lending my copy out anytime soon (sorry guys).