Rob Snyder

Product-Market Fit Starts With a Buyer Blocked by Inadequate Options

Rob Snyder, author of *The Power of Pull* and an adviser to more than 50 startups, argues that product-market fit begins with finding a specific person who has an urgent project and no adequate way to complete it. His PULL framework—Project, Unavoidable, List of options and Limitations—helps founders test whether that person is likely to buy, rather than mistake praise for demand. Snyder says the test starts before a product is built: talk to prospective customers, learn what they are trying to do and see whether they act as if buying is the natural next step.