BOOKS I READ

Traction: How Any Startup Can Achieve Explosive Customer Growth
Traction: How Any Startup Can Achieve Explosive Customer Growth

Traction: How Any Startup Can Achieve Explosive Customer Growth Gabriel Weinberg, Justin Mares

Most startups don’t fail because they can’t build a product.
Most startups fail because they can’t get traction.

Startup advice tends to be a lot of platitudes repackaged with new buzzwords, but Traction is something else entirely.

As Gabriel Weinberg and Justin Mares learned from their own experiences, building a successful company is hard. For every startup that grows to the point where it can go public or be profitably acquired, hundreds of others sputter and die.

Smart entrepreneurs know that the key to success isn’t the originality of your offering, the brilliance of your team, or how much money you raise. It’s how consistently you can grow and acquire new customers (or, for a free service, users). That’s called traction, and it makes everything else easier—fund-raising, hiring, press, partnerships, acquisitions. Talk is cheap, but traction is hard evidence that you’re on the right path.

Traction will teach you the nineteen channels you can use to build a customer base, and how to pick the right ones for your business. It draws on inter-views with more than forty successful founders, including Jimmy Wales (Wikipedia), Alexis Ohanian (reddit), Paul English (Kayak), and Dharmesh Shah (HubSpot). You’ll learn, for example, how to:

·Find and use offline ads and other channels your competitors probably aren’t using
·Get targeted media coverage that will help you reach more customers
·Boost the effectiveness of your email marketing campaigns by automating staggered sets of prompts and updates
·Improve your search engine rankings and advertising through online tools and research

Weinberg and Mares know that there’s no one-size-fits-all solution; every startup faces unique challenges and will benefit from a blend of these nineteen traction channels. They offer a three-step framework (called Bullseye) to figure out which ones will work best for your business. But no matter how you apply them, the lessons and examples in Traction will help you create and sustain the growth your business desperately needs.

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Kingpin: Kingpin and over one million other books are available for Amazon Kindle.
Kingpin: Kingpin and over one million other books are available for Amazon Kindle.

Kingpin: Kingpin and over one million other books are available for Amazon Kindle. Kevin Poulsen

Former hacker Kevin Poulsen has, over the past decade, built a reputation as one of the top investigative reporters on the cybercrime beat. In Kingpin, he pours his unmatched access and expertise into book form for the first time, delivering a gripping cat-and-mouse narrative—and an unprecedented view into the twenty-first century’s signature form of organized crime.

The word spread through the hacking underground like some unstoppable new virus: Someone—some brilliant, audacious crook—had just staged a hostile takeover of an online criminal network that siphoned billions of dollars from the US economy.

The FBI rushed to launch an ambitious undercover operation aimed at tracking down this new kingpin; other agencies around the world deployed dozens of moles and double agents. Together, the cybercops lured numerous unsuspecting hackers into their clutches. . . . Yet at every turn, their main quarry displayed an uncanny ability to sniff out their snitches and see through their plots.

The culprit they sought was the most unlikely of criminals: a brilliant programmer with a hippie ethic and a supervillain’s double identity. As prominent “white-hat” hacker Max “Vision” Butler, he was a celebrity throughout the programming world, even serving as a consultant to the FBI. But as the black-hat “Iceman,” he found in the world of data theft an irresistible opportunity to test his outsized abilities. He infiltrated thousands of computers around the country, sucking down millions of credit card numbers at will. He effortlessly hacked his fellow hackers, stealing their ill-gotten gains from under their noses. Together with a smooth-talking con artist, he ran a massive real-world crime ring.

And for years, he did it all with seeming impunity, even as countless rivals ran afoul of police.

Yet as he watched the fraudsters around him squabble, their ranks riddled with infiltrators, their methods inefficient, he began to see in their dysfunction the ultimate challenge: He would stage his coup and fix what was broken, run things as they should be run—even if it meant painting a bull’s-eye on his forehead.

Through the story of this criminal’s remarkable rise, and of law enforcement’s quest to track him down, Kingpin lays bare the workings of a silent crime wave still affecting millions of Americans. In these pages, we are ushered into vast online-fraud supermarkets stocked with credit card numbers, counterfeit checks, hacked bank accounts, dead drops, and fake passports. We learn the workings of the numerous hacks—browser exploits, phishing attacks, Trojan horses, and much more—these fraudsters use to ply their trade, and trace the complex routes by which they turn stolen data into millions of dollars. And thanks to Poulsen’s remarkable access to both cops and criminals, we step inside the quiet, desperate arms race that law enforcement continues to fight with these scammers today.

Ultimately, Kingpin is a journey into an underworld of startling scope and power, one in which ordinary American teenagers work hand in hand with murderous Russian mobsters and where a simple Wi-Fi connection can unleash a torrent of gold worth millions.

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Homegoing
Homegoing

Homegoing Yaa Gyasi

A novel of breathtaking sweep and emotional power that traces three hundred years in Ghana and along the way also becomes a truly great American novel. Extraordinary for its exquisite language, its implacable sorrow, its soaring beauty, and for its monumental portrait of the forces that shape families and nations, Homegoing heralds the arrival of a major new voice in contemporary fiction.

Two half-sisters, Effia and Esi, are born into different villages in eighteenth-century Ghana. Effia is married off to an Englishman and lives in comfort in the palatial rooms of Cape Coast Castle. Unbeknownst to Effia, her sister, Esi, is imprisoned beneath her in the castle’s dungeons, sold with thousands of others into the Gold Coast’s booming slave trade, and shipped off to America, where her children and grandchildren will be raised in slavery. One thread of Homegoing follows Effia’s descendants through centuries of warfare in Ghana, as the Fante and Asante nations wrestle with the slave trade and British colonization. The other thread follows Esi and her children into America. From the plantations of the South to the Civil War and the Great Migration, from the coal mines of Pratt City, Alabama, to the jazz clubs and dope houses of twentieth-century Harlem, right up through the present day, Homegoing makes history visceral, and captures, with singular and stunning immediacy, how the memory of captivity came to be inscribed in the soul of a nation.

Generation after generation, Yaa Gyasi’s magisterial first novel sets the fate of the individual against the obliterating movements of time, delivering unforgettable characters whose lives were shaped by historical forces beyond their control. Homegoing is a tremendous reading experience, not to be missed, by an astonishingly gifted young writer.

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All the Lights We Cannot See
All the Lights We Cannot See

All the Lights We Cannot See Anthony Doerr

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The Hard Thing About Hard Things
The Hard Thing About Hard Things

The Hard Thing About Hard Things Ben Horowitz

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Wolf Hall
Wolf Hall

Wolf Hall Hilary Mantel

  • England in the 1520s is a heartbeat from disaster. If the king dies without a male heir, the country could be destroyed by civil war..
  • Graham Press
  • 12.09.2010
  • 397 pages
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