Poor distribution, not product, is the number one cause of failure. . If you can even get one distribution channel to work, you have a great business.. If you try several but don't nail one, you're finished . The bullseye is the one traction channel at the center of the target that will unlock your next growth stage . The first step in bullseye is brainstorming every traction channel. If you were to have an offline ad, where would it go? . If you were to give a speech, who would be the ideal audience? . Imagine what success would look like in each channel and write it down in your outer ring. Know what has worked for companies in your space. It's especially important to know how similar companies acquired customers and how unsuccessful companies wasted money . The second step is to run cheap tests in the channels that seem the most promising. Answer these questions through your tests. How much will it cost to acquire customers? . How many customers are available? . Are they the kinds of customers you want? . Once you have seen promising results in one, go after it. Spend all of your efforts on the core channel to unlock additional strategies and tactics to have a much larger effect than in secondary channels . If you go through the bullseye process a couple times with no results, your bucket is still leaky. Let the bullseye approach break you out of your comfort zone and try channels you are unfamiliar with. The biggest mistake startups make is failing to pursue traction in parallel with product development.