Lessons on Finding Product-Market Fit: Insights for B2B Founders

I’ve learnt some valuable lessons during my journey as a founder trying to find product-market fit (PMF). I'm sharing some key takeaways and documenting this so I can reference it as I keep building. Most, if not all, of this is relevant only to B2B startups.

Key Takeaways on Product-Market Fit (PMF)

1. PMF is Obvious in Hindsight but Not During the Journey. As you build, you may sense a shift in momentum when hitting certain milestones, but it’s usually only with time that you can tell if you've truly achieved PMF or just experienced a fleeting surge of luck. That said, PMF has multiple levels: starting with a small group of happy, engaged customers, progressing to consistently exceeding many more users’ expectations, feeling a strong “pull” of demand, and ultimately solving the problem effectively while achieving economic viability.

2. Most Companies Never Achieve PMF. That’s the reality of it.

3. Product-channel fit (PCF) is equally important but often overlooked. Nailing PCF ensures you're consistently reaching the right audience, increasing your chances of converting them into customers and solving their problems effectively. Closely related is Founder-Market Fit, which refers to the alignment between a founder’s background, skills, passion, and experience with the market or problem they’re tackling. When this fit is strong, it becomes easier to identify the right channels, craft compelling messaging, and spot valuable opportunities.

4. Measuring PMF: Quantitative vs. Qualitative. Quantitative metrics aren't helpful in the early stages due to low volume, you have fewer customers and less data points to analyze. Qualitative measures, focusing on how users feel and if your product exceeds their expectations, are more valuable. This is achieved by understanding your users' expectations and use cases. Watching their actions and behaviors is the most effective way to learn, followed by talking to them and asking the right questions.

5. Pre-qualify Your Users. This is crucial especially in the early days. Determine a good Ideal Customer Profile (ICP), big enough to have the problem but small enough for you to help consistently. Then, say no to everyone else.

6. Avoid Becoming Consultants in Disguise. This is such an easy trap to fall into, especially as an early stage startup. Protect yourself from becoming a consultant, especially with design partners. Ensure that any manual work you take on can be productized across clients and that these partnerships consistently create value.

7. Trust Your Instincts. They’ve brought you this far as a founder, so there’s clearly value in them. Your unique perspective on the market and your product comes from your experiences and interactions with customers and your target audience. Lean into that insight and let it guide you.that.

This illustration below of how PMF relates to exceeding user expectations was extremely helpful for me. It's worth noting that after achieving PMF, growth comes from increasing user satisfaction. User expectations continue to grow over time, and as a company matures, it can adjust factors that influence the growth rate at the cost of revenue.