the crucial connection between product-market fit and message-market fit

today, we're delving into the core components of your startup's journey – the essential interplay between product-market fit and message-market fit. we'll explore the significance of a working product as the foundation for for product-market fit, which requires message-market fit.

product-market fit vs. message-market fit: the dynamic duo for startups

consider your startup as a puzzle, where product-market fit and message-market fit are the twin pieces that complete the picture. your product-market fit revolves around crafting a solution that addresses your target audience's pain points (pain points that they’re willing to pay to alleviate), effectively catering to their specific needs. this strong foundation in place, is not enough on it’s own. You must also work towards message-market fit – conveying your solution in a manner that deeply resonates with your audience, like an authentic conversation.

this is where product marketing teams shine. product marketing positions products by defining their value proposition, target audience, and competitive landscape. From the product positioning, product marketers create messaging, collateral for consistent messaging, and go-to-market content that articulates benefits of the product for the intended persona through clear, concise language.

perils of message-market fit without a working product

in the competitive startup landscape, a compelling marketing strategy might gain you temporary attention, but without a working product, it's akin to building a house of cards during a storm – bound to collapse. your discerning audience expects your product to deliver on its promises. convincing them with a persuasive message-market fit, but failing to meet expectations, can seriously damage your startup's credibility.

there is no substitute for a sub-par product. marketers and sellers can spin stories and tell tales of exciting rewards to those who take up the product within their organization…

but…

as soon as the product fails to live up to the lies, half-truths, or future promises, trust is broken, deals fall apart, customers churn, and customer success takes the brunt of the impact.

it’s like that saying — you can talk the talk but can you walk the walk.

on the flip side, there’s no product-market fit without messaging-market fit. messaging, stemming from positioning, must help the right people quickly understand what problem your product solves, why that’s worth solving, and how your product does it in a unique way that matters (aka brings tangible value like more $$).

how can you tell if your product isn’t living up to the market/sales message?

feature requests that will never end up on the roadmap

customer churn

long sales cycles (specifically middle of funnel)

sound familiar? you might be on the road to diSaaSter…

the long game: prioritizing sustainable growth

amidst the rapid pace of startups, the allure of quick wins can be tempting, but always bear in mind that true success is a marathon, not a sprint. pursuing immediate gains, such as closing deals or securing the next funding round, may offer momentary gratification, but it won't fuel your startup's longevity. instead, focus on building a robust product and cultivating a loyal customer base – much like sowing seeds of success that will yield fruitful returns over time.

that doesn’t mean your product has to have everything.

the minimal viable product is key. but minimally viable to your product & engineering team must match the minimal adoptable product for your target customers.

for many pre-chasm, pre-product-market fit startups, the best message and marketing will come from the visionary customers who see the need for their role or industry to change and want to be leaders of it.

tap into those customers and make them your superstar champions. help them become influencers of sorts. because no one really trusts marketing or sales.

but people trust people that they identify with. so to get more customers and tap into the early and late majorities, deliver the minimally viable product that is required by your target customers, then give those customers the tools they need to evangelize the problem, product, and value.

tailored strategies: crafting your unique path

seeking inspiration from successful companies is great.

(i’m a big fan of not recreating the wheel.)

however, resist the temptation of one-size-fits-all solutions. Each startup possesses its own distinct identity, culture, and challenges. embrace this uniqueness and tailor your strategies to suit your specific needs. draw insights from the triumphs and lessons of others, but craft your path with creativity and innovation, akin to a skilled chef adding a personal touch to a classic recipe.

don’t rely on “hired heroes” who saw success at one or two or ten other companies to come in and save your operation. prioritize the foundational elements and frameworks needed to set the organization up for long-term prosperity.

So, focus less on the tactics an individual used to achieve success and more on the strategies they cultivated for the org through a deep understanding of the profession, industry, target persona, and more.

conclusion: unleash your startup's potential

achieving product-market fit with a working product is the most critical milestone. this sturdy foundation enables you to achieve message-market fit, creating a harmonious symphony that resonates with your audience. prioritize sustainable growth over immediate gains, as it forms the bedrock for long-term success in the dynamic startup landscape.

embrace the hard work required to find product-market fit and message-market fit, with a working product leading the way. focus on strategic, customized internal strategies that align with your startup's unique positioning.