Product-Market Fit
Also: PMFProduct/Market Fit
The point where a product satisfies a real, repeatable demand well enough that the market starts pulling it from you.
Why it matters
Product-market fit is the line that separates pushing and pulling. Before it, growth comes from heroics: founder selling, heavy discounting, one-off deals. After it, retention holds, word of mouth starts, and the same motion works on the next customer without reinvention. Spending hard on demand generation before fit usually just buys you a faster way to churn.
What good looks like
Signals of fit include retention that flattens rather than decaying to zero, a shortening sales cycle, organic referrals, and customers who would be genuinely annoyed if the product disappeared. A common rule of thumb: at least forty percent of users saying they would be very disappointed without it.
In the European market
Fit in one European market does not transfer automatically to the next. A product that fits mid-market German manufacturers may need different proof, pricing, and onboarding for Dutch or Nordic buyers. Re-test the disappointment signal per market before assuming the same motion will pull.
Related terms
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