The 4 Levels of PMF

There are a few dimensions of PMF that are in tension with each other, requiring deliberate tradeoffs at each level . There isn’t just one element to emphasize above all else. And importantly, there are different times in a company’s lifespan where founders need to intentionally prioritize one over another.

There isn’t nearly enough emphasis on repeatability . As you move your way up through the different levels of product-market fit, what you’re really unlocking is repeatability — across demand generation, product development, customer satisfaction and unit economics. A startup hasn’t reached the upper levels of product-market fit until it has develo... See more