In order to find sufficient demand in the market, a company not only needs to solve a real pain for target customers but it also needs to find an effective approach to communicate its product’s value. Product/market fit does not exist without message/customer fit. The right message needs to repeatedly reach the right customer in the right market to validate the startup’s existence.
Breakthrough products are created on the basis of a fundamental insight. The product manager or entrepreneur must identify a new way of creating customer value that the rest of the market has not yet discovered. This new way of creating customer value can be based on the application of new technology, on new forms of interaction design, or on a re-configuration of the business model or value chain.