Week 4 - Ascend Your Start-Up

 In this week's chapter of Ascend Your Start-Up, we learn about what it means to "go from market to scale camp". It is seen that some people confuse go-to-market strategy with product/market fit. A go-to-market strategy is a step by step roadmap to launching your product in a shorter period of time. A product-market fit means being in a good market with a product that can satisfy that market. It is stated in this chapter that your product-market fit evolves depending on your growth stage, buyer journey attributes, product characteristics, partner dynamic, geographics, and pricing strategy. 

When I apply these strategies to my current field of work, I think about the importance of product-market fit as it relates to the beer industry. Narrowing down a market where your product will be a good fit is key to a company/brand's success. For example, it would be keen of a company in the industry to find competitive advantages in a market to optimize the performance of the product year by year. This was seen in the introduction of White Claw to the FMB market, dominating year after year in that segment.