We defined the term “market engineering” in the book by Bruce Cleveland titled “Traversing the Traction Gap” as category design/redesign, thought leadership, storytelling, messaging, and positioning. Through painful experience in various operating and investment roles, we have found that great product engineering is merely table stakes. Great market engineering almost always determines the winners.

Traction Gap Partners is not a traditional consulting firm or marketing agency. We operate as fractionalized executive leadership—deeply embedded in your team—to drive measurable outcomes through hands-on execution, not just strategic advice. Unlike typical consultants, we actively participate in building value, leveraging the proven Traction Gap Framework (TGF) and decades of operating and investment experience at companies like Apple, C3.ai, Doximity, Marketo, Oracle, and Siebel Systems.