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Traction is everything for early-stage startups. It not only generates cash but it’s a key indicator that investors use to assess viability. Gabriel Weinberg put forward 18 channels in his seminal book on the topic, Traction. Peter Thiel went on to say of these channels that if you can get just one to work, you’ve got a viable business. As such, don’t fall into the trap of doing what most entrepreneurs do which is to focus on two or three channels and neglect the rest.

Explore then exploit! You want to apply a process of rapid experimentation to your traction channels to, as you do to finding product-market fit and testing your assumptions.