Traction refers to the measurable progress and momentum that a company gains as it begins to grow and scale. It is often used as a key indicator by investors and stakeholders to determine whether a startup is gaining acceptance in its target market. Traction demonstrates that the business model is working, that customers are responding positively, and that there’s a growing demand for the product or service. This progress is typically shown through metrics like user growth, revenue, customer retention, engagement, or even pre-orders—depending on the business type.

For early-stage startups, traction is crucial because it validates hypotheses and reduces perceived risk for potential investors. It signals that the company has moved beyond the idea stage and is beginning to find its footing in a competitive market. Founders often measure traction through milestones such as achieving product-market fit, securing initial paying customers, or showing consistent month-over-month growth. These signs of momentum not only build credibility but also provide a roadmap for scaling operations effectively.

Achieving traction often involves a mix of experimentation, strategic marketing, customer feedback, and product iteration. It’s rarely a linear process—startups may need to pivot, test various go-to-market strategies, or refine their offerings based on real-world data. The "traction channels" framework, popularized by Gabriel Weinberg and Justin Mares in their book Traction, outlines 19 potential channels through which startups can gain traction, ranging from SEO and social media to partnerships and public relations. Understanding and choosing the right channel can make a significant difference in how quickly and efficiently a startup gains market share.

Ultimately, traction is more than just numbers—it’s a narrative about growth, product validation, and market response. It gives entrepreneurs a way to prove that their concept resonates, that there’s a viable path to profitability, and that further investment in the business is justified. Whether you’re seeking funding, trying to build a team, or simply looking to stay afloat, demonstrating traction is one of the most persuasive tools a startup can leverage. It’s the difference between a promising idea and a business that’s actually taking off.