Apr 3, 2025
PMF doesn't exist
Product-market fit doesn't exist.
It's a myth we tell ourselves to feel like we're on the right track.
“Agile” suffered the same fate (at least there's the agile manifesto that exists). Started as a working philosophy, ended up a bingo word. Everyone says they have PMF. No one can show you where it lives. They just point to a vibe. Some traction. A few good months. A round that closed fast.
“We've got it!” Based on what? Revenue? Retention? NPS? Survey? Gut feeling?
The phrase has become a catch-all. Founders claim it when growth feels easier than usual. Investors expect it before writing a cheque. But there's no standard. No scoreboard. Every product is different. Every market reacts in its own way. What looks like PMF for one company might be a dead end for another.
Product-market fit isn't something you find. It's something you feel.
And sometimes, you just hope you're right.
It's a myth we tell ourselves to feel like we're on the right track.
“Agile” suffered the same fate (at least there's the agile manifesto that exists). Started as a working philosophy, ended up a bingo word. Everyone says they have PMF. No one can show you where it lives. They just point to a vibe. Some traction. A few good months. A round that closed fast.
“We've got it!” Based on what? Revenue? Retention? NPS? Survey? Gut feeling?
The phrase has become a catch-all. Founders claim it when growth feels easier than usual. Investors expect it before writing a cheque. But there's no standard. No scoreboard. Every product is different. Every market reacts in its own way. What looks like PMF for one company might be a dead end for another.
Product-market fit isn't something you find. It's something you feel.
And sometimes, you just hope you're right.
About Max Antonov
I’m Max, a father of two, Product Director & Product Coach from Sydney. I write about leadership, product management
and life.
Feel free to reach out: [email protected].
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