Ben eventually states, and then explains, four product/market fit myths.
- Myth #1: Product market fit is always a discrete, big bang event.
- Myth #2: It’s patently obvious when you have product market fit.
- Myth #3: Once you achieve product market fit, you can’t lose it.
- Myth #4: Once you have product-market fit, you don’t have to sweat the competition.
I’ve experienced the downside of each of these myths many times.
He then expands on that. His takeaway:
Every time you work on something new, whether it’s a new feature, a new product, or a new product line, recognize that you are searching for incremental product/market fit. The search is a continuous and never ending quest. Don’t confuse illusion with reality.