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Getting feedback from customers that aren’t in your target market is a waste of time and money that can lead you in the wrong direction.

Good market opportunities only exist for so long before competition moves them to the upper right quadrant of the importance vs. satisfaction framework.

An important part of product-market fit is having the right product at the right time.

Retention is the macro-metric most closely related to product-market fit. For this reason, it is typically the first Metric that Matters Most (MTMM) for a new product.

Retention rate is the single best metric to measure your product-market fit. Retention rate measure what percentage of your customers are actively using your product.

…initial drop-off rate, rate of descent, and terminal value – are direct measure of product-market fit.

…today’s market values creativity over mere competence and expertise over general knowledge.

Knowing one’s own industry and one’s native markets is not enough to compete in the future. Take a deep and boundless curiosity about things outside your own profession and comfort zone.

The problem with market research is that often it is simply too blunt an instrument to pick up this distinction between the bad and the merely different.

We like market research because it provides certainty – a score, a prediction… But the truth is that for the most important decisions, there can be no certainty.