The Four-Way Fit

Has your company achieved such a big value breakthrough in such a big market that you are on a growth rocketship?

To advance on the journey of company-building, you must first look outward from your curr

The first of the four domains in the Four-Way Fit is Market.

The first priority of a new business is to reach a value breakthrough. Until you do, your existence is threat

The Four-Way Fit framework places unique importance on the third domain: Model.

The Team domain is the final domain in the Four-Way Fit for a reason.

The Four-Way Fit model is composed of a framework and a method. For the past five chapters we have explored the framework, as it is …

In Phase I, your objective is simple. You must discover a value breakthrough before the money runs out. But therein lies the problem. To…

The “heads down” motion in Phase I is action-packed. It’s where the rubber hits the road. Now that you have sorted out your reason for…

As you exit Phase I and enter Phase II, consequential change awaits. To get out ahead of that change, you must step back and take stock…

If drawing up the game plan on the side of the field is the “heads up” motion, the “heads down” motion is the game itself. In Phase II…

Over the course of the past eleven chapters, the construct of the Four-Way Fit model has emerged before your eyes — brick by brick. Part 1…

This first stage of company-building is overlooked by other innovation models. Advocates of the lean startup innovation model encourage…

If you have earned your way out of the Immerse and Ideate stage, you have designed a core product concept visionary customers find…