Things are not always what they seem! For example many companies do not have the growth or lead generation capability that they would like. Usually the gut reaction is to throw more marketing spend, channels or tools at the problem. However, many times the root cause of the problem is actually that the product and market are not fitting together well.
The value of getting the product and market fit right is that you can truly grow and all your marketing activities will perform better. Customer development is the roadmap to get to better product and market fit. Many companies have yet to develop this fit and other companies lost their way. For more information on customer development see the post “Big Picture Customer Development Revisited” by Sean Ellis. The first step is finding out where you stand by generating feedback from the marketplace. Believe it or not some companies are scared to find out!
