Product Market Fit

If you’re trying to scale up your business, one of the steps along the way is to achieve strong product market fit. In order to get there, you’ll need to understand your prospective customers. In fact, if you listen very closely, your customers will tell you what business you’re in. The thing about customers is that they don’t talk very loudly and sometimes they won’t talk to you at all. They won’t tell you what they want or what you should create.

We often think about innovation as the introduction of something new in the market. Successful innovation is when the market accepts that new something. Huge success happens when there is excellent product market fit. But behind all of these definitions is another way of looking at innovation. I prefer to look at it as the process by which people come to change their behavior. This is a customer centric view of the process of innovation instead of a product centric view. The reason that many new products fail is that the creator doesn’t pay enough attention to the buyer. The purpose of this book is to focus on the buyer of innovation and the way they come to change their behavior.

“Product Market Fit” is a roadmap for understanding your customers. It’s about figuring out what triggers them to buy, what barriers get into the way of making a sale, and how they look at your competition. It’s about how to listen to your customers so that you can understand their behavior and capitalize on it to make your business a resounding success. Originally published as “Triggers and Barriers“, the book uses case studies from high-growth companies. It explains how these companies successfully aligned their offerings with customer needs and built strategies that achieved excellent product market fit to fuel exponential growth. This book is an essential guide for entrepreneurs, product managers, and business leaders who are navigating the challenges of achieving and measuring product market fit in today’s competitive landscape.