One of the hottest topics in business (in that side of the business world where I've been hanging out, which is the SME part of town, not the corporate/enterprise part of town) there aren't many hotter topics than the quest for the elusive PMF (product market fit). There are tons of books, articles, talks and podcasts about it. But I've come to believe that there are truly few, if any, generalisable rules that companies can follow to find it or even slightly increase their chances of finding it. - [Cedric Chin agrees]( https://commoncog.com/the-idea-maze-is-a-useless-idea/). - [Jason Cohen doesn't agree, although maybe sorta?](https://longform.asmartbear.com/product-market-fit-formula/)