Product-market fit isn't enough. In B2B, customers buy from founders they trust. Build your personal brand through content and consulting work to convince your market to buy from you, not just your product.
There's lots of discussion of product-market fit in the circles in which I travel, but I think that not enough attention gets paid to founder-market fit because usually it's going to be the personal brand of the founder or the early team that's going to drive the credibility of the business to be able to do whatever it is that needs to do in the market with the usually business customers who are going to be purchasing whatever that service is or whatever that tool is. The question isn't just, does the market want this product? The question is also going to be, does the founder market want this product from you. And you can do a lot to improve the fortunes of your business by becoming the person that the market wants to buy the product from. This is where content comes into play. This is where, frankly, even like consulting comes into play, right? This is where you build trust with the market. So they will want to buy the thing you're eventually going to be selling. And of course you're creating it because you know it's what will create more value for them to the benefit of all.
