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.
Doing things that don't scale is a critical part of early growth for any company. These are the best articles on the tactics startups and new businesses can use to gain early traction in a market and acquire their first customers. Startup marketers can learn how to get their first customers for any type of business.
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