August 2016
Beginner to intermediate
356 pages
7h 25m
Japanese
Content preview from リーンブランディング ―リーンスタートアップによるブランド構築
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149
6
章
ブランドトラクション
スタートアップの世界が長い人なら、「トラクション」という言葉にイヤというほ
ど聞き覚えがあるでしょう。投資やメディアに報道してもらえるか、そして起業家が
ちゃんと眠れるかどうかは、「トラクションの目標に到達できる」かどうか次第です。
昔ながらの馬車は長らく戦争から輸送までいろいろな用途で使われてきましたが、
この原理は「アニマルトラクション」（動物の牽引力）で、つまり馬の力で引っ張
られているということです。この「引っ張られる力」が「トラクション」の原義で
す
†
。
馬が目的地にむかって馬車を引っ張るのと同じように、市場では需要が製品やサー
ビスを成長に向かって引っ張ります。誰かがトラクションについて聞いてきたなら、
それは製品に対する市場の反応を知りたいということにほかなりません。投資家の
Naval Ravikant
は「トラクションはエンドユーザー需要の定量的な証拠である」と
述べています
‡
。
トラクションについて考えるときは、次を自問してください。
市場は成長に向かって私のブランドを引っ張っているか？
誰が引っ張っているのか？
どれくらい強く引っ張っているか？
5
章ではメッセージを発信するチャネルを使い分けることでブランドコミュニケー
ションを効果的に発信する戦略について説明しました。この章では、コミュニケーショ
ン戦略の各要素が生み出すブランドの成長のためにトラクションを計測する方法につ
†
http://www.merriam-webster.com/dictionary/traction ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.