The true definition of product-market fit is highly contested online. But one thing is clear from our experience: most founders think they’ve hit PMF far before they truly have.  What does product-market fit (PMF) actually mean; and how should your go-to-market techniques change once you get to PMF?  Product-market fit means finding a defensible beachhead of customers (a cluster of similar customers) who pay, stay, and refer others like them.  In this episode, Stijn shares a simple list of 10 milestones we use to measure a company's journeys toward product-market fit. As with everything we share, it’s just a model for reference—not gospel. Resources: See how we assemble and launch complete marketing functions at Kalungi.com Self-paced education, certification, templates & guides for your go-to-market at t2d3.pro Schedule a free GTM audit & diagnosis with one of our Associate CMOs Suggest and vote on podcast topics at kalungi.com/podcast