Startups, forget Product Market Fit!

Yes, you heard it right, forget product market fit. In today’s startup common wisdom this might sound as blasphemy. Specially in a world where most startups fail because they were building something nobody wanted. Then the idea of finding product market fit became very popular.

“forget product market fit”

However, I would make the argument that finding product market fit is not as critical for your startup as it might seem. It does require work, iterations, user research, MVPs, etc. Most likely, a lean startup approach to product development. But if you follow the signs, you will find product market fit.

“follow the signs, you will find product market fit”

But then what? Are you done? Is your startup a unicorn now? Then answer is NO! The biggest battle is still ahead. You have to make your startup grow. Find those customers, sell them on the product, help them understand and realize the value of it and finally engage them for the long term. Growth Hacking is the answer to all of that.

In the last decade, most startup that became unicorns have grown their business through Growth Hacking. For example, Dropbox through their early referral program or AirBnB through their Craiglist integration and many others. Then it makes sense to think that to build a long lasting business growing your customer base is probably the most important thing you will need to do.

So before even worrying about product market fit, you should really think about your Growth Hack. What is the method you are going to use to get those 100, 1000, 10,000 and more users. Your product needs to be able to grow organically, virally, by user to user recommendation. And that growth strategy needs to be built-in your product from the get go.

So start you startup with “your Growth Hack” and build your way back to product market fit.

“find your Growth Hack, then your way back to product market fit”

To learn more about product market fit I recommend the following links:

I will have a follow up post on Growth Hack best practices and recommendations. Subscribe to stay in tune.


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