Am I making progress towards eliminating this problem?

 We are in business. 

It's retail.

Very small in size.

Before we began we went to a friend for advice.

He had been in such a business, for years together.

He encouraged us to go ahead. 

The sole caution he advocated was, 

'never stock too high'

What we didn't realise was, 

it was Product Market Fit,

he had advised.

But we religiously followed him. 

And we have survived. 

Uri Levine is the master 

on PMF.

He elaborates.

When you start with the solution, 

you might be building something no one cares about. 

It is frustrating when you have invested so much effort, time and money.

When you focus on the solution rather than the problem, 

you fail because you are unable to figure out PMF - Product Market Fit - correctly.

When you start with the problem, you create value. 

Your story will be much simpler and engaging.

People connect to that understanding the frustration.

Ask yourselves everyday, ' Am I making progress towards eliminating this problem?'

URI LEVINE

Fall in love with the problem, not the solution