Traction
Evidence that your startup is creating real value — measured by growth in users, revenue, or other key metrics.
Definition
Traction is the measurable evidence that a startup is gaining market momentum — that real customers are adopting and paying for the product. Traction metrics vary by stage and business model: pre-launch traction might be a waiting list; early-stage traction might be 10 paying customers; growth-stage traction is consistent month-over-month revenue growth. Gabriel Weinberg and Justin Mares in Traction identify 19 channels for acquiring traction.
Why It Matters
Traction is the primary signal investors use to validate market demand and the team's execution ability. It transforms a hypothesis into evidence. The adage 'traction cures all' reflects that strong growth metrics can overcome weaknesses in team, market, or product. Without traction, fundraising is significantly harder.