"Discovering the product and its market aren’t independent activities. They are discovered in parallel."

"When I say market fit, I mean discovering ‘market pull.’ What makes a customer need or want your product enough that they take immediate action to learn more, try, or buy?"

"Beyond a product’s usability, feasibility, and viability, product discovery work around value is intended to find this answer."

"People say they will use or buy a lot of things, which is easy to confuse with product desirability."

"Determining market fit is about taking inputs from discovery work and applying them to what people are likely to truly do in real-life conditions."

"Good product marketers can apply more market nuance to doing and applying discovery work and understanding how it applies to all things go-to-market."

"They catch things like segmenting customers for who might be better evangelists and not just looking at initial users of a product"

"Synthesizing all this learning into a smart product go-to-market plan, positioning and messaging is the work of product marketing."

"Are your customers who you think they are?"

"Who is most likely to use this? Who buys it? Who influences decisions?"

"What have I said/shown you that is most compelling (‘a-ha’ moment)?"

"What created curiosity?"

"Where would they expect to see this product talked about?"

"What would make them a raving fan?"

"Is there any line of sight to the next most likely market segments to adopt? Do they feel the same sense of urgency? What market situations are necessary for them to act?"

"Exit surveys. For users who immediately exit a website, use any number of tools to pop-up a one question survey “Is there anything we could have done differently to make you stay?”"

"Sentiment probe. Take a baseline sentiment measure (use a seven or ten point scale) on interest for your product, problem, or space."