Capability-Market-Fit

The journey to Product-Market-Fit usually goes like this...


  1. Founder makes a feature — nobody cares about it
  2. Founder makes another feature — nobody cares about it
  3. The pattern continues and the product becomes bloated
  4. Sunk-cost fallacy kicks in
  5. Founder desperately tries to find a market for the "product"
  6. Founder is ultimately unsuccessful


The mistake?

  • For startups, the whole is NOT greater than the sum of its parts
  • Combining capabilities together (that no one cares about) does not suddenly make a powerful, impactful product.
  • Combining capabilities makes the product harder to explain—and thus harder to adopt for end users


Instead, you need to focus on finding a specific market for ONE of your product's capabilities.

"But that will diminish my product! It can do so much more!"


  • This is the sunk cost fallacy keeping you from seeing clearly.
  • Look at the examples in the picture below — they're doing just fine!


FletchPMM
Best Practices

Get access to all of our Figma templates and LinkedIn posts in a Notion database organized by theme (go-to-market strategy, website messaging, etc.)

"The database has been truly invaluable to me as I build out my product marketing messaging for pre-selling a landing page for the SaaS app I'm building. Thank you so much for making this knowledge accessible for early-stage founders!"

Ben Wilentz

Founder, Stealth Startup