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WHITEPAPER

Product Market-Fit is dead

We speak of PMF as a badge you either have or don't have in a binary fashion. There is little standardisation in measuring it in order to distribute the badge. In b2b software, the relevance of PMF is clouded by the buyer and the user are typically different people. 

The reality is the market is dynamic, the market segment you focus on changes and your product is always evolving. Striving for a utopian PMF can be a positive mindset, but we need a more concrete approach to actually create value and drive consistent decisions. 

This whitepaper explores the pitfalls of product market fit and improved ways to model and execute your product strategy. 

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