Market Engineering
Engineer the Market.
Don’t Compete Inside One.
A new framework for building enduring companies at any stage.
Available on Amazon June 1.
The Core Idea
Most companies focus on product-market fit.
The outliers design the market itself.
They shape the category. They define the narrative. They align capital, analysts, ecosystem partners, and lighthouse customers.
They don’t just win share.
They engineer inevitability.
Market Engineering explains how.
What You'll Learn
Master the proven frameworks that transform breakthrough companies and products into enduring market leaders—with practical strategies, real-world examples, and actionable checklists for any stage or industry.
Why Market Engineering Beats Product Engineering
Discover why great product engineering is table stakes, but great Market Engineering is what sets enduring winners apart from the competition.
Category Design and Defense Strategies
Learn how leaders intentionally design and claim new categories, plus proven tactics for defending your market position against challengers.
CEO-Led Cross-Functional Systems
Understand the critical role of the CEO in orchestrating cross-functional Market Engineering beyond just marketing—uniting teams around shared frameworks.
Blueprint and Matrix Implementation
Master how to create and operationalize a "Market Blueprint" and "Messaging Matrix" as living sources of truth that guide all strategic decisions.
Real-World Market Engineering Examples
Study proven frameworks from Salesforce and Marketo to Tesla, Patagonia, and Airbnb—plus practical checklists for companies at any stage or industry.
Pre-Order Bonus
Two chapters were held back from Bruce's first book because their depth required more time and focus than the production deadline allowed.
The unpublished chapters dive into the Traction Gap Framework and how it applies against mature enterprises and consumer software companies.
Take a snapshot of your preorder receipt and claim your bonus chapter
About the Author
Bruce Cleveland is the founder and CEO of Traction Gap Partners and author of Traversing the Traction Gap and Market Engineering: Because Markets Don't Engineer Themselves.
He created the Traction Gap Framework from 30+ years of operating and investing experience—watching startups and mature companies fail despite great products and building systems to help them succeed. The framework has since been adopted by universities, accelerators, and venture firms worldwide as the standard for evaluating market progress and potential.
