Overview

Products don't fail. Markets do.Every year, startups and enterprises pour millions into building world-class products--only to watch them disappear into obscurity. The problem isn't the technology. It's the inability to capture and then dominate a market. In Market Engineering, Silicon Valley veteran Bruce Cleveland reveals the discipline behind market-dominating companies like Salesforce, Marketo, and C3 AI. Drawing on decades of experience as an operator, investor, and board member, Cleveland demonstrates how leaders can apply the same rigor to markets that they bring to products. You'll discover how to: Compel markets to come to you instead of chasing them Position your company so customers get it instantly Build messaging and stories that break through the noise Establish thought leadership that sets the rules for your industry Adapt to the AI era with Generative Engine Optimization (GEO) Market Engineering is the playbook for founders, executives, and boards who want their companies to lead--not follow.

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Bruce Cleveland is an author and former venture capitalist and engineering and product executive at Apple, C3 AI, Oracle, and Siebel Systems. As founder of Traction Gap Partners, he has helped hundreds of startups, scale-ups, and enterprises to transform innovation into impact. His previous book, Traversing the Traction Gap, is taught in universities and used by investors and founders worldwide. Cleveland's frameworks blend analytical discipline with creative storytelling--empowering leaders in companies of all sizes and industries to transform technology into traction and markets into movements.He lives in Bend, Oregon. www.tractiongappartners.com

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