4 Signs of Product Market Fit (and 4 Fakes to Avoid)
- Bonny Morlak
- Aug 13
- 3 min read
Updated: Aug 18
Most founders think they’ve hit product-market fit when sign-ups spike, customers send glowing feedback, and investors start circling.
But those “signals” can disappear overnight, leaving you with a bloated burn rate and nothing to show for it.
Scaling without true product-market fit is the fastest way to drain your runway and burn yourself out.
In this post, I’ll walk you through the 4 signs of product market fit that actually matter, the 4 fake ones that will quietly kill your startup, and how to test if your demand is real.
If you’re about to hire, raise, or scale, run these checks first. They might save you years, and millions.
Do You Really Have Product-Market Fit?
4 Signals That Prove It’s Real
STOP THE BLEED
Recognize the Fake Signals
Not all traction is real. Founders often mistake surface-level buzz for proof of demand:
Excited users who wouldn’t miss you if you disappeared
Investor interest without revenue or retention
Rapid growth that stops the moment you stop pushing
If the “signal” needs constant energy to stay alive, it’s fake.
Why Scaling on Buzz Burns You Out
Years ago, I raised money on what I thought was traction: pilot users, positive feedback, a bit of investor heat.
It all collapsed within weeks. The team was stressed, cash was burning, and every “win” needed more pushing to stay alive.
Scaling on fake traction drains money, time, and energy, fast. You start hiring too soon, chasing vanity metrics, and ignoring the deeper question: Would people miss this if it disappeared?
The Attention vs. PMF Equation
Attention is temporary curiosity. Product market fit is ingrained demand.
Equation:
Attention = people notice you
PMF = people need you
OPERATE
Signal 1: Inbound Demand Without Chasing
When you have PMF, people reach out unprompted. They ask to join. They refer friends. You’re not constantly explaining your product to convince them it’s worth trying.
Signal 2: Emotional Need (40% Rule)
Sean Ellis created a simple test: Ask your customers, “How would you feel if this product disappeared tomorrow?”
If fewer than 40% say “very disappointed,” you’re not there yet. Retention shows loyalty. This shows emotional need.
Signal 3: Willingness to Pay Without Discounts
If your sales cycle feels like dragging someone uphill, you don’t have PMF. Real PMF = people buy without discounts, bribes, or endless nurturing. Value is obvious. The decision feels urgent, for them, not just for you.
Signal 4: Organic Usage Without Push
Shut off your marketing for 10 days. No ads. No email sequences. No reminders. If usage, referrals, and inbound requests keep flowing, you’ve got the real thing.
HEAL
Audit Your Traction Honestly, PMF or Hype?
Strip away the hype.
Turn off paid acquisition for 10 days.
Ask paying customers why they buy.
If answers are vague or feature-focused, you have work to do.
Rebuild Around Real Signals
Drop the features no one uses. Double down on the value people can’t live without. Make sure your team understands, you’re building essentials, not extras.
Set Boundaries for Scaling
Scale when 3+ real signals are in place. Tie spend to retention, not reach. PMF isn’t about growing fast, it’s about growing on a foundation that lasts.
HARD TRUTH: “If your traction needs constant pushing to survive, it’s not PMF, it’s theatre.”
Takeaways
Not all traction is real.
Four signals prove product-market fit beyond doubt.
Scaling without PMF costs time, money, and energy.
What’s Next?
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