Traction: The Bullseye Framework
by Gabriel Weinberg & Justin Mares · read the original
Most startups die from lack of customers, not lack of product. Weinberg and Mares map 19 traction channels and give you the Bullseye process for finding the one that actually moves your numbers.
- 1
Traction Is the Point
Startups mostly fail from lack of customers, not lack of product. Distribution deserves the same rigor you give engineering.
- 2
The 50% Rule
Split your time 50/50 between product and traction from day one. Channel skill compounds slowly, so start learning before you need it.
- 3
The 19 Traction Channels
There are 19 traction channels and each has carried some company to scale. Treat the full list as live options, not just the two or three you already know.
- 4
Why Founders Default to Familiar Channels
Founders pick channels they know, not channels that work. Neglected channels are often the cheapest because nobody is competing for them.
- 5
Bullseye Step One: Brainstorm the Outer Ring
Brainstorm a plausible use of all 19 channels before ranking. The forced exercise is what defeats your default bias.
- 6
Bullseye Step Two: Run Cheap Tests
Test three channels cheaply and in parallel to learn cost per customer, volume available, and customer quality. Buy information, don't scale yet.
- 7
Bullseye Step Three: Focus on the One That Works
One channel at a time. When a test hits, go all in on that channel until it saturates, then rerun Bullseye from the top.
- 8
Traction Thinking from Day One
Your likely channel should shape the product from the start, and a concrete traction goal should filter everything you spend time on.