Choose Your Future: The Power of Customer Traction


When embarking on a new project, job, or startup, it’s crucial to consider the impact of customer traction. Although it may seem like an unconventional way of thinking, the success of your venture depends on acquiring new customers and keeping existing ones satisfied. In this article, we will explore the significance of customer traction and how it can shape the future of your business. We’ll also discuss the varying degrees of customer authority and the importance of aligning customer needs with your organization’s vision.

The Two Key Elements

To understand the power of customer traction, we need to examine two key elements:

1. Acquiring New Customers

Gaining new customers is essential for the growth and sustainability of any business. However, the ease or difficulty of acquiring customers can vary greatly depending on the industry and market conditions. For example, established tech giants like Google experienced exponential growth in their early years without significant efforts in sales. Customers flocked to their products organically, driven by the revolutionary nature of their offerings.

Contrast this with a landscaper who sets up a new business on a small island. In such a scenario, obtaining customers becomes a challenge. The island’s residents likely already have a preferred landscaper, making it necessary for the newcomer to work diligently to persuade people to switch. Furthermore, the customers the landscaper attracts may have unrealistic expectations and look to pay as little as possible for their services. Worse still, some customers might derive satisfaction from mistreating vendors they perceive as inferior.

The ultimate goal is to establish a business where the customers you acquire not only support your organizational vision but also provide opportunities for growth. This means building a loyal customer base that enables you to look forward to finding and serving new customers. In turn, this creates a positive feedback loop where early success with customers paves the way for even more successes in the future.

2. Customer Authority and Satisfaction

Customer authority refers to the level of influence customers hold over your work. In the case of Google’s early years, the customers had little authority because their needs naturally aligned with the company’s vision. However, in industries where competition is fierce and alternatives are readily available, customers may exert more authority and demand specific requirements or lower prices.

Understanding customer satisfaction is equally important. Delighting your customers is an effective way to retain them and build a positive reputation, while disappointing them can lead to damaging consequences. By continually striving to exceed customer expectations, you establish a loyal customer base that becomes a driving force behind your success.

Putting Customer Traction Into Practice

When starting a new project, it’s tempting to focus on systems design, infrastructure, or fancy tools. However, before investing in these aspects, it’s crucial to prioritize customer traction. Here’s how you can put customer traction into practice:

1. Gain Early Customers

The first step is to focus on acquiring early customers. This will provide valuable insights into the market, help refine your product or service, and establish a foundation for future growth. By being proactive in seeking out customers, you can gather feedback and adapt your offerings to better meet their needs.

2. Delight and Disappoint

Once you have acquired customers, it’s essential to understand what it takes to delight or disappoint them. By consistently delivering exceptional experiences and exceeding expectations, you can build strong customer loyalty. Conversely, failing to meet their expectations can lead to negative reviews and the loss of valuable customers. Actively seek feedback and continuously work to improve your offerings based on customer input.

3. Align Customer Needs with Your Vision

While it’s important to satisfy your customers, it’s equally crucial to ensure their needs align with your organizational vision. The customers you attract should appreciate the unique value proposition your business offers. This alignment ensures a mutually beneficial relationship and creates a foundation for long-term success.

Closing Summary

Customer traction is a fundamental aspect of any successful organization. By prioritizing customer acquisition and satisfaction, you can shape the future of your business and build a loyal customer base. Remember to understand the varying degrees of customer authority and align customer needs with your organizational vision. Ultimately, the key to success lies in delighting your customers and continuously striving to exceed their expectations. So, choose your future wisely by focusing on the power of customer traction.