What Is Traction, Really? (And What It's Not)
Introduction
The term "traction" gets thrown around a lot in the startup world. It’s praised in pitch decks, demanded by investors, and proudly cited by founders. But what is traction really? And how do you know if you actually have it—or if you're just chasing vanity metrics that distract from your core mission?
In this episode of Zero to Traction, JDM and Cameron Law tackle one of the most misunderstood startup concepts. They define traction in plain terms, break down its stages, and explain how it evolves throughout a startup’s lifecycle.
Traction = Confirmatory Data Supporting a Market Hypothesis
Forget the hype. At its core, traction is simple:
Traction is confirmatory data in support of a market hypothesis.
That market hypothesis could be anything from "these people have this problem" to "they’ll refer their friends if we solve it well."
Your job as a founder is to validate these hypotheses over time by gathering evidence—and that evidence becomes your traction.
Early Traction Isn’t Always Revenue
Many founders (and their supporters) treat traction as binary: either you have it, or you don’t. You’ve hit revenue? Cool, you’re now "at traction."
Not so fast.
Revenue is only one type of traction—and it might not even be the most useful early on. If that revenue comes from a friend doing you a favor, it doesn't really prove much.
In early stages, stronger indicators of traction might include:
A repeatable ability to get in front of your target audience
Getting people to sign up for a waitlist or a pilot
Meaningful engagement with problem-centric content
The right metric depends entirely on what hypothesis you’re testing.
The Lifecycle of Traction: A Moving Target
JDM breaks it down:
"The best measure of traction is contextual. It changes depending on where you are in your startup journey."
For example:
Idea stage: Traction might be measured by problem resonance (e.g., interview patterns, survey data, ad click-through rates).
Prototype stage: Can you demonstrate solution resonance? (e.g., landing page conversions, concierge tests, pre-orders)
MVP stage: Now you’re getting into true product-market fit indicators like usage, retention, and yes, revenue.
Growth stage: Traction shows up as referrals, expansion revenue, CAC/LTV ratios, and repeatability.
Strong Evidence vs. Weak Evidence
Not all signals are created equal.
Getting five friends to buy dinner from your prototype restaurant might feel like validation, but it’s weak evidence. If they invite five strangers to come next time? Stronger.
The further you get from your immediate network—and the more people act without social pressure—the stronger the signal.
Distractions in Disguise: Vanity Metrics
Vanity metrics look good on a slide but often mean little:
App downloads
Total signups
Social media likes
One-off press mentions
These aren’t traction unless they tie directly to your hypothesis and show repeatable behaviors that lead to growth.
"Just because someone clicked doesn’t mean they care."
Traction vs. Distraction: The Litmus Test
To separate traction from noise, ask:
What are we trying to prove right now?
Does this data point support that hypothesis?
Would a stranger care enough to pay, act, or refer based on this?
If the answer is no, you’re likely chasing a distraction.
Desirability, Viability, Feasibility: Where's the Risk?
Using David Bland’s framework (Testing Business Ideas), founders should locate their riskiest assumption first:
Desirability: Do people want this?
Viability: Can this be monetized and scaled?
Feasibility: Can we actually deliver this value?
Early-stage founders often over-index on feasibility ("Can we build it?") when they haven’t even proven desirability yet ("Do people even care?").
Traction Comes From Discovery AND Validation
Using discovery experiments (like customer interviews) and validation experiments (like landing pages, pre-orders, or concierge tests), you build the case for your startup hypothesis.
JDM draws a key distinction:
Discovery = Divergent thinking (learning what matters)
Validation = Convergent thinking (proving what matters)
You need both.
Final Takeaways
Traction is not a fixed metric—it’s contextual and evolves with your startup.
It’s about learning, not just performing.
Real traction aligns with your riskiest hypothesis and proves the startup deserves to exist.
Strong traction shows repeatable, scalable customer behaviors.
So the next time you write a pitch, plan a test, or share your progress...
Don’t just grab the prettiest number. Ask:
"What am I trying to prove? And is this the evidence I need?"
Because traction isn’t a milestone. It’s a mindset.
About Josh David Miller
Over the past decade, Josh David Miller has empowered over 100 startup founders and innovators to launch and scale their ventures. As the driving force behind the Traction Lab Venture Accelerator,
Josh specializes in guiding early-stage startups through the intricate journey from ideation to product-market fit. His expertise lies in transforming innovative concepts into viable, market-ready solutions, ensuring entrepreneurs navigate the challenges of the startup ecosystem with confidence and strategic insight.
About Cameron R. Law
Cameron R. Law is a Sacramento native dedicated to building community, growing ecosystems, and empowering entrepreneurs.
As the Executive Director of the Carlsen Center for Innovation & Entrepreneurship at California State University, Sacramento, he leverages his passion for the region to foster innovation and support emerging ventures. Through his leadership, Cameron plays a pivotal role in shaping Sacramento's entrepreneurial landscape, ensuring that innovators and builders have the resources and support they need to succeed.
