Q:How do I find early traction for a new product?

Marty Cagan's recommended route is to find a small set of early-adopter customers who want the vision and will work with you on a solution, then test your way toward a product they will buy. Lenny Rachitsky's sources add that you should talk to users constantly and watch for signs that real demand exists.

01Find a focused early group

• Cagan says to identify a core set of "Earlyvangelist" prospects rather than trying to please everyone, looking for people who believe in the vision⁸.
• Cagan's Charter Customer approach runs discovery alongside building about six happy, paying reference customers from one target market, recruited from those who urgently need the solution¹⁰.

02Test and learn from real users

• Cagan defines an MVP as the smallest product that is valuable, usable, and feasible, and recommends running small "MVP Tests" to reach product-market fit¹.
• He advises getting ideas in front of real users early and often, using opt-in customers and prototypes instead of pushing quick experiments straight into production⁴.
• Rachitsky argues that most stalled startups fail because they don't talk to users, and suggests talking to 5 to 10 potential customers a week⁹.

03Look for pain and pull

• Rachitsky says to watch for pain (a problem worth solving) and pull (evidence you are solving it), such as people paying early, strong emotional reactions, cold inbound interest, and continued usage⁹.
• Early organic growth is another signal: Merci Victoria Grace argues that over 50% of new accounts coming from direct or organic traffic is a key indicator².