In business, organic growth "comes down to product-market fit," says longtime software industry veteran and CEO Dave Sikora.
Not a phrase you're familiar with? Let's clarify what it means before we talk about how to achieve it.
The concept is often applied to startups and early-stage companies, but it is relevant for any company bringing new solutions to market or pursuing new markets—key areas of focus for organic growth.
How to Work the Product-Market Fit Equation
Solving the product-market fit equation requires you to know why customers would want and use your product and how you are going to attract those customers to your product. Classic Marketing—with a capital "M."
When working with that equation, Marketing needs to excel at five capabilities.
1. Understanding the Needs and Wants of the Market and Customers