founders paras chopra, chapter by chapter
5. Search for Market-Product Fit, Not Product-Market Fit
Observe changing behavior first, then build a product for the opening it reveals.
Products rarely create desires by themselves. Markets emerge as cultural, economic, and technical shifts change what people expect, often visible first in customers modifying existing products or adopting awkward workarounds. Starting with a beloved idea and researching afterward invites confirmation bias; starting with behavior makes the opportunity lead the product.
Look for customers already innovating, new technologies that can serve an old need much better, and trends that alter the cost or convenience of a solution. Begin research with a blank slate. Let observed behavior generate product ideas, then test whether your proposed product fits the market that is forming.
Original sketch and model by Paras Chopra. Read the source chapter.