SourceKey points‣The need to experiment in order to figure out what channel is going to give you traction‣Goal 0: What level of traction are you trying to reach? (usually 1 of 3 things)Raise moneyBe sustainableShould I spend my time on this?‣Underused strategies are often the bestWhat is good about it?quick and to the pointWhat is bad about it?assumes the listener already knows lean startup methodology