The startup ecosystem loves to hype the concept of product-market fit. Does your company have it? How far away from it are you? If you have it, how are you scaling? If you don’t have it, why would you ever try to do marketing? All of these questions assume a binary truth. But that’s not reality. It’s not even a useful mental model. No matter what you’re making, the process is ongoing, iterative, and fluctuating. Great products don’t stand still. And markets definitely don’t. The most obvious ways to improve on the product-market fit mindset are:. Remove the concept of a binary yes/no. Apply a range (since any useful metric falls along a spectrum). Use segmentation (as product and marketing professionals need these to wisely prioritize work). With a little visualization, this is an easy problem to solve. If I’m very early in the process, I might be marketing and building for only a single, narrow group. But as the product’s adoption grows, that will almost certainly evolve. If you’re a social, consumer product, maybe you swap conversion rate for signup rate, and ditch brand awareness in favor of average activity/engagement rate. It helps us understand what kinds of customers resonate with various parts of the product, lets us estimate how much opportunity we have in pursuing different paths and making hard-to-figure-out tradeoffs.