Two successful startup founders offer a comprehensive overview of the various ways startups can achieve strong, sustainable growth, and a guide to choosing the ones that will make the differencce.

Why do so many startups fail? According to entrepreneurs Gabriel Weinberg and Justin Mares, most failed startups don’t get off the ground not because of a bad product, but because they don’t have enough customers. They make the fatal mistake of putting all their effort into perfecting their product at the cost of reaching out to potential users. Instead, they should be putting half their resources into getting traction.

TRACTION is the essential guide for any startup looking to stay ahead of the curve and start building a user base early in the game. The book offers no one-size-fits-all solution: every startup is unique, so no single method is guaranteed to generate traction. Instead, the authors identify nineteen different traction channels from viral marketing to trade shows, offer insights on how to exploit each one to its fullest potential, and provide a framework to test various channels and identify the best one for any startup.

Drawing on advice from more than 40 successful startup founders and marketers, from Wikipedia’s Jimmy Wales to American Apparel’s Ryan Holiday, TRACTION is a comprehensive textbook for marketing your way to growth.