You might just be inventing the next best thing after blockchain but if the world doesn’t know of it, it’s as good as non-existent. Right ?! Much the same logic for the SaaS product and tech-startup universe. You might be working ungodly hours in a day focused on building the most cost-effective and innovative SaaS product ever, but if nobody knows you, the game is lost. The foundation of every business is to grow and scale. In doing so, we founders use a number of strategies and techniques. Things need to be more creative when it comes to SaaS and tech startups. You’re selling something intangible after all. and to begin with, for any tech startup to be successful, it needs to have customers who are willing to try their products or have a look at their offerings.

For so many startups and even larger tech incumbents, the point at which they hit the shoulder in the S-curve is a mystery, and the author suspects the failure to see it occurs much earlier. The good thing is that identifying the enemy sooner allows you to address it. We focus so much on product-market fit, but once companies have achieved some semblance of it, most should spend much more time on the problem of product-market unfit. In strategic planning, the question in building a forecast is to flush out what the author calls the invisible asymptote: a ceiling that our growth curve would bump its head against if we continued down our current path. It's an important concept to understand for many people in a company, whether a CEO, a product person, or a planner in finance.