''Traction: A Startup Guide to Getting Customers' is a book by Gabriel Weinberg and Justin Mares that focuses on the importance of customer acquisition in startups. The authors argue that almost every failed startup has a product, but lacks customers. They provide a logical progression for startups to follow to test new traction channels and find new sources of customers. The core methodology is based on "traction thinking" and "traction testing," which involves spending 50% of time on the product and 50% on acquiring customers. Traction thinking means prioritizing customer acquisition over product development, but not pursuing anything and everything. Instead, you need to focus on traction channels that move the needle for your business. The book highlights 19 customer acquisition channels, including viral marketing, public relations, search engine optimization, content marketing, email marketing, and more. It also introduces the "Bullseye Framework," a systematic way to test which channel is best for each startup. The authors emphasize the importance of tracking everything that can be tracked to optimize around it. They provide examples from successful founders and marketers who have mastered specific customer acquisition channels. The book offers a practical guide for startups to focus on acquiring customers and growing their business.