In this episode, I break down why most founders build too early and how experimentation is the real path to product market fit.

This is Part II of the Product Market Fit series, focused on how to validate what you’re building before you invest in a full product.

I walk through how to design simple experiments, what to measure, and how to remove bias from the building process. I also share lessons from building Cele, where testing shifted our product from an app to a website, and how that decision improved adoption.

I also talk about how we approached experimentation at Amazon through PR FAQs and written strategy documents, and why testing ideas before building is critical.

We cover how to use lightweight tools like prototypes and landing pages to validate ideas, and why behavior matters more than opinions when you’re trying to understand your customer.

Finally, I touch on the role of AI and why it won’t give you product market fit without a clear problem and a real user.

Product market fit is not luck. It’s iteration.

Key Takeaways

* Most founders build too early

* Testing is cheaper than building

* You are not your customer

* Start with a clear hypothesis

* Measure behavior, not opinions

* Product market fit comes from iteration

In this episode

* Why experimentation matters

* How to design a simple experiment

* Lessons from building Cele

* How Amazon tests ideas before building

* Prototyping without writing code

* Why AI won’t solve product market fit

Call to Action

If you’re building right now, run one experiment this week. Talk to users. Test something small. Watch behavior. Adjust.

Connect

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