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03 / Challenge

Find Product-Market Fit

When looking at successful startups you might think “What a great idea” and “I wish I’d thought of that”. While coming up with an idea might only take a few minutes of your time, coming up with an idea that could turn into a successful business takes way more than that. It needs Product-Market Fit, and it's often what investors look for.

Dan Olsen’s “Product-Market Fit Pyramid” visualised as a sailboat

What is Product-Market Fit and why do you need it?

To put the concept simply, it’s best visualised by Dan Olsen’s “Product-Market Fit Pyramid” in his book The Lean Product Playbook.

The "fit" is achieved when the product you are building, including your value proposition, product feature sets and user experience (UX) meets the market demand which are the underserved needs of your target customer.

The “why” is simple, you need it for sustainable growth (and sometimes investment funding). And to put it into our favourite analogy, to start scaling without having the Product-Market Fit is just like setting off on your voyage with a broken sail, and we all know it won’t take you too far.

How do you know if you have Product-Market Fit?

We often get these comments from clients:

Does this mean that they’ve had Product-Market Fit? Not necessarily!

Signs of lacking Product-Market Fit

No fit yet? No worries!

We are here to help you build a solid ship for smooth sailing ⛵️.


I'm Hannes

Captain & Design lead

If you’re drowning in client requests, complex prioritisation exercises and interface patterns, let us know. We’ll come and save your soul!