The Bullseye framework

Traction's central finding is that which channel works for a company is nearly unpredictable in advance, and that founders lose because they guess. They pick the channel they know, usually social media or PR, and run it at a quarter effort alongside five others. Bullseye replaces the guess with a process. The outer ring is every channel, including the unfashionable ones the founder would never have considered, each with a note on how it might work for this product. The middle ring is the three most promising, chosen honestly. The inner ring is the test: a cheap, fast experiment on each of the three, measured in customers acquired and what they cost, not in traffic. One usually stands out. That channel gets the whole effort until it saturates, and only then does the process start again. The discipline is in the concentration: a channel run at full effort teaches more in a month than six channels teach in a year.