Product-market fit is the primary issue as to why early-stage startups fail.

There are three levels to understanding product-market fit.

1. Understanding who cares

2. Understanding what they care about (1st level pain point)

3. Understanding why they care that (2nd level pain point)

Your product should solve the 1st level pain point and your messaging should speak to your 2nd level pain point.

In this episode, I give you my thoughts on the 3 levels of product-market fit.