Product-market fit (PMF, PMFit) is a mirage for startups. You think you see it, but as you move closer, it vanishes just to show up again in a different direction. In hindsight, you always know when you cracked it, but looking forward you have no idea if you are there or even going in the right direction.
“We are at product-market fit” is a statement that happens only a few times during a startup’s lifecycle. Still, it is something founders…