Bullseye Framework

Gabriel Weinberg and Justin Mares's Bullseye framework supports finding promising traction channels by considering a broad repertoire, testing a small shortlist, and concentrating on what shows useful results. The book discusses 19 channels, a practical repertoire rather than every possible distribution method. Shortlists and tests need to fit the venture's resources and audience.

Bullseye makes channel selection a search problem. Begin with a wide set of plausible ways to reach the intended audience, including those the team does not habitually use. Narrow that set using explicit hypotheses about who can be reached, why they would respond, and what an affordable test could reveal.

A cheap test is useful only if it represents the channel well enough to inform the next decision. Compare the quality of resulting customers or participants, the cost of reaching them, and the ability to repeat the result. Once a channel merits focus, retain a reason to revisit the choice when the audience, offer, or channel economics change.

When to use it

When building or iterating on products; when evaluating market opportunities; when deciding resource allocation; when scaling operations.

How it can help

Directly applicable to building, launching, and scaling products and businesses. Helps prioritize actions, identify market opportunities, and build sustainable competitive advantages.