Justin Mares is the co-author of the book Traction, and in the open hours, he studies about startups, entrepreneurship, and marketing. In February 2012, Justin co-founded CloudFab, an online platform for the manufacture of 3D printed products. CloudFab was acquired by Exceptional Cloud Services the same year, and Justin became the Growth and Revenue Director until the company was acquired by Rackspace in 2013.
As a result of his entrepreneurial experience, Justin noted that attracting customers was the determinant of initial success, as opposed to product development. He approached Gabriel Weinberg, founder of the DuckDuckGo alternative search engine, and the two co-author of a book on customer acquisition entitled Traction: The Startup's Guide to Getting Customers, which was published by Portfolio Penguin.