Traction - How startups achieve growth in Dubai and worldwide
A book I recently read inspired this post about gaining traction for your product. Since I focus on Dubai/MENA, I’ll also share regional specifics to boost your startup’s growth.
The book is Traction - How Any Startup Can Achieve Explosive Customer Growth by Gabriel Weinberg. It’s a must-read if you’re a first time founder or planning to launch soon.
The book outlines 19 proven marketing channels for growth, emphasizing that traction is just as important as product development. Weinberg introduces the “Bullseye Framework,” which helps startups focus on the most promising channels for their business.
Key Traction Channels
Here are a few core channels from the book:
1. Viral Marketing – Growth driven by user-to-user sharing.
2. Public Relations (PR) – Media coverage to generate buzz.
3. Content Marketing – Publishing valuable content to attract attention.
4. Search Engine Marketing (SEM) – Paying for ads on search engines.
5. SEO – Optimizing your website for better search rankings.
6. Social and Display Ads – Running ads on social platforms and networks.
7. Offline Events – Participating in or hosting events to build awareness.
8. Community Building – Fostering loyalty through engagement.
9. Sales – Direct outreach and lead conversion.
Each startup needs to test which channels fit its market.
There are detailed examples of how world-class startups grew through often underestimated channels.
Traction Channels in MENA & Dubai
While the same channels apply to MENA, there are key differences here:
1. Relationships & Networking
Relationships matter more in MENA. According to a BCG study, over 60% of MENA business leaders prioritize face-to-face meetings when forming partnerships. Networking is key, and it takes time to build trust. Founders should focus on PR, offline events, and direct sales—all channels that allow for personal interaction. Relationships in Dubai can unlock major clients, but lead times tend to be longer, especially without an established network.
2. Public Relations is Key
PR is critical in Dubai. Edelman found that 81% of UAE respondents trust traditional media, compared to the global average of 57%. Business decisions here are often based on public perception. Getting featured in top media outlets or connected with influencers can fast-track growth. Use PR as a central traction channel—coverage in high-profile local outlets or industry events can build credibility faster.
3. Longer Sales Cycles
Sales in MENA can be slower. McKinsey reports that MENA’s B2B sales cycles are 20-30% longer than Western markets, with multi-stakeholder decisions slowing things down. Companies prefer to work with people they trust, making sales and relationship-building critical. A strong network can reduce sales lead time, so start investing in this early.
4. Localized Content Marketing
Content marketing needs to be localized for MENA. Language and cultural relevance matter. Content tailored to local issues often outperforms global content.
Additionally, a Hootsuite study reveals that 88% of UAE internet users are active on social media, offering an excellent opportunity for localized content marketing and social media engagement.
5. Community Building is Undervalued
Startups in Dubai often overlook community building, but those that create strong, engaged communities—both online and offline—can drive substantial traction. The key is to provide value beyond just selling your product, building long-term loyalty. Organize offline events to maximize impact.
6. SEO & SEM for Local Search
Dubai’s startup scene is global, but local search strategies are crucial. SEO and SEM should focus on Arabic keywords and Dubai-specific traffic for better results in the region.
If you feel motivated to explore the right traction channels for your startup and get a fresh perspective, grab the Traction book now.
Until next time,
Kristina
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