Product-market fit (PMF) is something every team dreams of. It's hard to achieve, often leading to cycles of failures. Experiments fail, product launches fail, and the same old methods keep producing similar failures. PMF isn't just for startups; it should be baked into product and service strategy at multiple levels: macro, meso, and micro. Consistent PMF at these levels lead us directly to business success: adoption, retention, revenue, and other signs of achievement. If we are not delivering value to the target audiences in our markets, what the heck are we doing? This workshop will examine what tends to block PMF, why it's hard to achieve quickly or on the cheap, and how we can get there efficiently. You'll also learn a technique to dive more deeply into the problem space before you come up with solutions, products, or services... for a target audience you might not really understand.

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