Traction. That was the word that haunted their fund-raising lives.  What is it?  Why is it so elusive?  How do you get it?  How do you demonstrate it?  These are the questions that the Traction Gap Framework helps management teams and their investing sponsors address.

Geoffrey Moore
Author, Crossing the Chasm & Zone to Win

The Lean Launchpad class was developed to help entrepreneurs go from an idea to a product that customers want. The Traction Gap is a much needed framework for the next step in that progression, taking a minimally viable product and growing it to sales repeatability and traction.

Steve Blank
Entrepreneur & author, The Startup Owner’s Manual

This is the exact book I would use to teach a class on scaling a company. It focuses on the core business areas entrepreneurs need to professionalize as they go from a pure startup to a solid, growing company – people, product, revenue, and systems. More than that, it gives them milestone metrics based on successful companies to help them gauge their progress and communicate better with investors.

Waverly Deutsch
Clinical Professor of Entrepreneurship, University of Chicago Booth School of Business

Bruce is one of the leading experts on scaling startups, especially in the enterprise. Traversing the Traction Gap packages up years of lessons and contains exactly the type of information and guidance that would have accelerated our growth early on!

Aaron Levie
CEO & Founder, Box

All early stage startups are faced with the challenge of traversing the Traction Gap. To make it, they need a well-defined strategy that addresses a combination of product, team, revenue and operational systems.

Jon Miller
Co-Founder, Marketo, & CEO, Engagio

Traction. That was the word that haunted their fund-raising lives.  What is it?  Why is it so elusive?  How do you get it?  How do you demonstrate it?  These are the questions that the Traction Gap Framework helps management teams and their investing sponsors address.

Geoffrey Moore
Author, Crossing the Chasm & Zone to Win

The Lean Launchpad class was developed to help entrepreneurs go from an idea to a product that customers want. The Traction Gap is a much needed framework for the next step in that progression, taking a minimally viable product and growing it to sales repeatability and traction.

Steve Blank
Entrepreneur & author, The Startup Owner’s Manual

This is the exact book I would use to teach a class on scaling a company. It focuses on the core business areas entrepreneurs need to professionalize as they go from a pure startup to a solid, growing company – people, product, revenue, and systems. More than that, it gives them milestone metrics based on successful companies to help them gauge their progress and communicate better with investors.

Waverly Deutsch
Clinical Professor of Entrepreneurship, University of Chicago Booth School of Business

Bruce is one of the leading experts on scaling startups, especially in the enterprise. Traversing the Traction Gap packages up years of lessons and contains exactly the type of information and guidance that would have accelerated our growth early on!

Aaron Levie
CEO & Founder, Box

All early stage startups are faced with the challenge of traversing the Traction Gap. To make it, they need a well-defined strategy that addresses a combination of product, team, revenue and operational systems.

Jon Miller
Co-Founder, Marketo, & CEO, Engagio

Traction. That was the word that haunted their fund-raising lives.  What is it?  Why is it so elusive?  How do you get it?  How do you demonstrate it?  These are the questions that the Traction Gap Framework helps management teams and their investing sponsors address.

Geoffrey Moore
Author, Crossing the Chasm & Zone to Win

The Lean Launchpad class was developed to help entrepreneurs go from an idea to a product that customers want. The Traction Gap is a much needed framework for the next step in that progression, taking a minimally viable product and growing it to sales repeatability and traction.

Steve Blank
Entrepreneur & author, The Startup Owner’s Manual

This is the exact book I would use to teach a class on scaling a company. It focuses on the core business areas entrepreneurs need to professionalize as they go from a pure startup to a solid, growing company – people, product, revenue, and systems. More than that, it gives them milestone metrics based on successful companies to help them gauge their progress and communicate better with investors.

Waverly Deutsch
Clinical Professor of Entrepreneurship, University of Chicago Booth School of Business

Bruce is one of the leading experts on scaling startups, especially in the enterprise. Traversing the Traction Gap packages up years of lessons and contains exactly the type of information and guidance that would have accelerated our growth early on!

Aaron Levie
CEO & Founder, Box

All early stage startups are faced with the challenge of traversing the Traction Gap. To make it, they need a well-defined strategy that addresses a combination of product, team, revenue and operational systems.

Jon Miller
Co-Founder, Marketo, & CEO, Engagio

TRACTION.

WHAT IS IT? HOW DO YOU GENERATE IT?

 

These are the questions that Traversing the Traction Gap helps management teams and their investors address.

 

The Traction Gap occurs during the transition from promising product to a scalable business. Traversing the Traction Gap aims to dramatically reduce the failure rate of venture-backed startups during this challenging period.

 

Traversing the Traction Gap is invaluable both as a navigational instrument to chart courses through the unpredictable currents of disruptive innovation and as a communication device to align CEOs, management teams, and investors.

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ABOUT THE AUTHOR

Bruce Cleveland

Founding Partner | Wildcat Venture Partners

Bruce Cleveland, Founding Partner of Wildcat Venture Partners, focuses on investments in startups developing software solutions that enable digital transformation across business, government, and education markets.

 

He was the first investor and a board member of Marketo, which held an IPO in 2013 and acquired in 2018 by Adobe for $4.75B. He was also an early stage investor in other notable companies such as C3, Doximity, Vlocity, and Workday. Bruce held senior executive roles in engineering, product management and product marketing at Apple, AT&T, Oracle and Siebel Systems.

 

Creating new companies and navigating new markets are his most enjoyable challenges. He is committed to sharing his knowledge and experience through the Traction Gap Framework™, which helps entrepreneurs navigate the critical go-to-market period.

 

He attended the US Military Academy, West Point, New York, and received a BS in business administration from CSU, Sacramento. He lives in the San Francisco Bay area, near Wildcat Venture Partners’ San Mateo, California, headquarters.

WANT MORE?

Wildcat Venture Partners developed the Traction Gap Framework to help entrepreneurs during the period between a startup’s initial product release and the product’s ability to generate traction in the market.

 

As startups reach each successive value inflection point along the Traction Gap Framework, they substantially increase in value because they have demonstrated a certain amount of market acceptance and risk reduction.

 

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