How do you get to product-market fit? 9 out of 10 startups fail because they never achieve product-market fit. They never get to product-market fit because there are other variables involved than just developing a product that a defined group of people are willing to pay for. You need to know what channels will work, who your customer, partner and competitor personas are, what levers to pull, what brand opportunities exist, and, not only much more, but how to execute all of it well.