In the startup world, we often celebrate ideas. But ideas are cheap. Execution is everything, and one of the biggest tests of execution is go-to-market (GTM) fit. Many founders obsess over their Minimum Viable Product (MVP). However, the MVP is only the beginning. The real question is: can you evolve that MVP into something people want, can find, and will pay for at scale?
This journey from MVP to Product-Market Fit (PMF) is where the game gets serious. The Start-Up Puzzle makes a compelling case that the key lies in how you organize, test, and evolve your go-to-market strategy. It’s not just about building the product correctly; it’s about building the right product for the right people and getting it into their hands in the right way.
What often gets overlooked is the messy middle, the iterative grind between having a prototype and finding repeatable, scalable traction. Start-ups need to experiment with multiple GTM paths, online vs. offline, direct vs. partner channels, push vs. pull marketing to discover which strategy unlocks real adoption.
But here’s the trap: Many founders mistake early enthusiasm from a few users as product-market fit. In reality, the transition only begins when you can reliably convert interest into sustainable revenue at unit economics that work. That’s where the GTM strategy becomes your compass, guiding you from early traction to market legitimacy.
Start-ups need more than a good product they need a repeatable system for generating demand, closing sales, and delivering value at scale. They need to find the fit between their product, the market, and their method of reaching that market. In short, they need go-to-market fit.
Takeaway: Treat GTM as its own product. Prototype, test, and iterate your distribution just as you would your core offering. The ones who get this right? They don’t just launch, they grow.
