When it comes to making a business successful, gaining traction is essential. Customer acquisition is a major indicator of success and can be one of the most difficult parts of starting up. Justin Mares’ book, Traction: A Startup Guide to Getting Customers, provides an easy to understand guide to help entrepreneurs traverse the complexities of gaining traction and accelerating customer growth.
Traction is broken down into three core sections:
The first section of the book covers the fundamentals of traction. Here, Mares lays out important concepts such as the “traction gap” and the “hypergrowth wheel.” The traction gap identifies what your current traction situation is and the goals you’re aiming for. The hypergrowth wheel is the process used to strive from your traction gap towards success. It is composed of a few elements that have to be separated but interconnected in order to create stability. These components are markets, channels, messages, and product.
The second section of Traction is a deep dive into each of those four components. Starting with the market, Mares gives readers an overview of what you need to do to target the right audience and position the product for success. Chapters dedicated to channels look at storefronts, advertising, and other channels for reaching potential customers. As for messages, Mares discusses the importance of taking the time to craft a message that resonates with your audience and encourages them to take action. Lastly, the product component of the wheel takes a look at developing the product to increase traction and support customer acquisition and loyalty.
The third part of Traction focuses on the execution of marketing campaigns to turn all the insights from the first two sections into tangible progress. Mares looks at experimentation, optimization, and growth tactics then, dig into the details of how to make it all work. This is a practical guide with actual steps and processes to help entrepreneurs acquire customers and get traction no matter the size of their business.
Overall, Justin Mares’ Traction: A Startup Guide to Getting Customers is a comprehensive and accessible guide for entrepreneurs. It covers the fundamentals, each component of the hypergrowth wheel, and the execution of a customer acquisition strategy. It is an invaluable resource for all startups that are looking to gain traction and make a much-needed impact in the industry. The book provides readers with valuable information, insight, and tips that can be easily implemented. With the practical approach of this book, entrepreneurs can take their businesses to the next level.
