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The fundamental premise of the framework is that PMF is a discrete event and the journey of a company can be thought of as pre PMF and post PMF. The reality is that most founders will be unable to articulate when and if PMF has been achieved.

A journey of a startup to scale is better categorized as a continuous series of PMF points where the product evolves to target a continuously changing perception of the target market in the eyes of the founders.

Obsessing over PMF as a fundamental metric will limit founders from exploring the true complexity of the ecosystem in which a startup operates in and can often be a stumbling block in optimising for their subjective outcomes.




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