I’ve looked at thousands of startup decks. The fastest way to kill a company is to chase growth before finding product–market fit.

PMF means your product solves a real pain for a clear customer segment and delivers obvious value. You don’t need consultants to tell you—you’ll feel it. Customers pull the product from you, not the other way around.

But PMF isn’t binary—it’s a spectrum. It shifts with your product, market, and customers. That’s why founders are always searching for it, and why many convince themselves they have it too soon.

If you're wondering whether you have PMF, you don't. When you have it, the market pulls your product out of you. You're not pushing anymore.

The signs are clear: churn falls, word of mouth grows, sales cycles shorten, competitors copy, and talent wants to join. If that’s not happening, you don’t have it.

Don’t chase growth. Chase fit. Growth follows fit.

Download the free ebook 10 Signs You’ve Found Product–Market Fit.

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