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 spikes? Retention curves? Activation rates? NPS? Shorter sales cycles? Word of mouth? A gut feel after a good week? A bit of everything and nothing concrete?

The phrase has become a catch-all. Founders claim it when growth feels easier than usual. Investors expect it before writing a check. 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.