Turn product uncertainty
into evidence.
Turn evidence into traction.
Traction Lab helps founders, Product teams and companies answer the hardest product questions with evidence from the people and markets that matter.
About our offers
About
Traction Lab is led by Iain Wallace, a founder, former CEO and product-traction practitioner who has spent much of his career where products meet uncertain markets.
He co-founded a technology company that grew from zero to international product-market traction, raised approximately €20m over seven years and won customers across Europe and the US. Since then, Iain has worked with 600+ startup founders and technology leaders and with Product and innovation teams inside large companies.
600 +
Startup & tech
leaders coached.
€20m
Raised over
seven years.
EU & US
Markets where
products scaled.
We take a position. We identify what we're assuming. And we go looking for the evidence capable of proving us wrong — because good product decisions come from knowing what you need to know next.
Three places we work
Whether you are creating a new product, trying to restore traction to an existing one, or helping teams repeatedly make better product decisions — different products require different methods. The discipline underneath them is remarkably consistent.
Startups
You don't need dozens of customer interviews or months of discovery. You need to find the right early adopters, understand what they already do about the problem, and determine the smallest product worth testing with them.
Explore Startup Traction
Find the traction that earns the right to build
SaaS
When SaaS traction weakens or becomes erratic, the product is not necessarily the problem. Traction Lab helps teams investigate where the disconnect actually lies — using evidence from the people capable of answering it.
Explore SaaS Traction
Find out what changed when traction changes
Corporate New Product Creation
Large companies can be exceptionally good at developing products. The harder question often comes earlier: do we have enough evidence that we are developing the right one?
Explore Corporate New Product
Earn the right to build
Why choose us?
Evidence before certainty. Traction before scale. The greater the next commitment, the stronger the evidence that should earn it.
Find the consequential uncertainty
Not every question deserves answering now. Identify the assumptions capable of materially changing the decision.
Find the people who can answer it
Not simply whoever is easiest to interview. Find users, prospects or customers whose experience and behaviour can genuinely inform the question.
Decide what evidence would count
Interest is not demand. Opinions are not behaviour. A large quantity of customer information is not necessarily decision-grade evidence.
Find the smallest credible test
Don't build more simply to learn more. Find the least expensive, fastest credible way of resolving the uncertainty that matters now — then let the evidence change the decision.
Contact us?
Start with the product question you can't yet answer.
Adresse
44, rue Laborde
75008 Paris
France