The Four Fits of Company Growth

In this episode of The Product Handbook, we unpack Product-Market Fit — and go further with Brian Balfour’s Four Fits framework for building sustainable growth.You’ll learn:Why Product-Market Fit is only the first step, and how it fuels (or stalls) growthThe Four Fits: Market–Product, Product–Channel, Channel–Model, and Model–Market — and what alignment looks like in eachHow ARPU shapes which channels and business models actually make sense for your productPractical tools like Test Cards and Learning Cards to validate assumptions and measure progressIf you’ve ever wondered why some startups hit a wall after finding Product-Market Fit, this episode shows how aligning across all Four Fits is the real key to scaling.