market engineering

Traversing the Traction Gap: A Startup’s Survival Manual for Go-to-Market Success

Traversing the Traction Gap by Bruce Cleveland is a vital handbook for startup founders, product innovators, and investors who want to transform promising ideas into scalable, thriving businesses. While most startups manage to build a product, more than 80% fail to take it successfully to market. This book reveals why—and provides a detailed, proven framework to overcome that most dangerous startup phase: the Traction Gap. Drawing on real-world experiences and successes, Cleveland explains how to master market engineering and bridge the gap between prototype and profitable enterprise.