{"title":"Bruce Cleveland","description":null,"products":[{"product_id":"traversing-the-traction-gap-book-bruce-cleveland-9781635766240","title":"Traversing the Traction Gap","description":"Vision, groundbreaking ideas, total commitment, and boundless enthusiasm characterize most startups, but they require capital to go from promising product in a potential blockbuster category to scalable business. However scrappy they are, industry statistics show that more than 80 percent of all early-stage startups fail. Most can build a product, but the vast majority stumble when it comes time to take those products to market due to poor or non-existent market engineering skills. Traversing the Traction Gap exposes the reasons behind that scary failure rate and provides a prescriptive how-to guide, focused specifically on market engineering techniques, so startups can succeed. Getting over the go-to-market hurdle stymies startups again and again. Just when they need to develop and define a category and create sophisticated positioning, demand-generation and revenue-conversion programs--when they must establish a foothold in the market--they run short on time and money. This is the Traction Gap, that period of time between introducing a new product into the market and being able to scale it during a rapidly closing window of opportunity. Traversing the Traction Gap is a practical guidebook for navigating this fraught period in the tumultuous early life of a startup. Based on real-life examples from the startup world, Cleveland's advice provides a roadmap, signposts, and metrics for succeeding where others have failed.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ GARDNERS","offer_id":49733962203409,"sku":"NGR9781635766240","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50167573938449,"sku":"CIN1635766249G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50337346388241,"sku":"CIN1635766249VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":51383729062161,"sku":"NIN9781635766240","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":51856492790033,"sku":"GOR014430569","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52659859652881,"sku":"NLS9781635766240","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1635766249.jpg?v=1770113328"},{"product_id":"traversing-the-traction-gap-book-bruce-cleveland-9781635765731","title":"Traversing the Traction Gap","description":"Traction. Startups Need It. Learn How To Get It. Vision, groundbreaking ideas, total commitment, and boundless enthusiasm characterize most startups, but they require capital to go from promising product to scalable business. More than 80 percent of all early-stage startups fail. Most of them can build a product, but the vast majority stumble when it comes time to take those products to market due to poor market engineering skills. Traversing the Traction Gap exposes the reasons behind that scary failure rate and provides a prescriptive how-to guide, focused specifically on market engineering techniques, so startups can succeed. The go-to-market hurdle is insurmountable to many startups. Just when they most need to establish a foothold in the market, they run short on time and money. This is the Traction Gap, that period of time introducing a new product into the marketplace and being able to scale it during a rapidly closing window of opportunity. Traversing the Traction Gap is a practical guidebook for navigating the tumultuous early life of a startup. Based on real-life examples, Cleveland's advice provides a roadmap, signposts, and metrics for succeeding where others have failed.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51461472387345,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":51461473108241,"sku":"CIN1635765730VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1635765730.jpg?v=1750763570"},{"product_id":"magic-balls-for-self-massage-book-bruce-cleveland-9781544638058","title":"Magic balls for self-massage","description":null,"brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":53656918163729,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":53656918655249,"sku":"NIN9781544638058","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781544638058.jpg?v=1781413311"},{"product_id":"market-engineering-book-bruce-cleveland-9798986101200","title":"Market Engineering","description":"Products don't fail. Markets do. \u003cp\u003eEvery year, startups and enterprises pour millions into building world-class products--only to watch them disappear into obscurity. The problem isn't the technology. It's the inability to capture and then dominate a market.\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eMarket Engineering\u003c\/i\u003e, Silicon Valley veteran Bruce Cleveland reveals the discipline behind market-dominating companies like Salesforce, Marketo, and C3 AI. Drawing on decades of experience as an operator, investor, and board member, Cleveland demonstrates how leaders can apply the same rigor to markets that they bring to products.\u003c\/p\u003e \u003cp\u003eYou'll discover how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eCompel markets to come to you instead of chasing them\u003c\/li\u003e \u003cli\u003ePosition your company so customers get it instantly\u003c\/li\u003e \u003cli\u003eBuild messaging and stories that break through the noise\u003c\/li\u003e \u003cli\u003eEstablish thought leadership that sets the rules for your industry\u003c\/li\u003e \u003cli\u003eAdapt to the AI era with Generative Engine Optimization (GEO)\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eMarket Engineering\u003c\/i\u003e is the playbook for founders, executives, and boards who want their companies to lead--not follow.\u003c\/p\u003e","brand":"WoB","offers":[{"title":"US \/ NEW \/ INGRAM","offer_id":53666557264145,"sku":"NIN9798986101200","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9798986101200.jpg?v=1781465611"}],"url":"https:\/\/www.worldofbooks.com\/en-au\/collections\/author-books-by-bruce-cleveland.oembed","provider":"World of Books ","version":"1.0","type":"link"}