Product-Market Fit or Die

Waze’s founder Uri Levine in Fall in Love with the Problem, Not the Solution:

The most critical part of all start-up journeys is figuring out product-market fit (PMF). The good news is that if you figure this out, you’re on the path to success and your likelihood of being successful is way north of 50 percent. If you don’t figure out PMF, though, you will die.

There are graveyards filled with start-ups that didn’t figure out PMF. And yet, most of those start-ups that failed didn’t realize that was the case; they were suffering from a self-belief that they did figure it out.