Traction: How Any Startup Can Achieve Explosive Customer Growth

Traction starts with the problem many founders discover late: a good product still needs a way to reach people. Weinberg and Mares lay out several sales and marketing paths, then suggest a fair way to test them. I like the book because it discourages teams from choosing a channel only because the founder enjoys it. A repeatable path to customers is one of the clearest signs of a valuable business. Buyers prefer evidence that growth can continue after the owner leaves. Building in a quiet room is pleasant, but customers rarely wander in by accident.