We’ve all heard about product/market fit. Brian Balfour comes up with an evolution of this concept which is quite interesting.
“(…) saying that channels will mold to the product you are building and as a result you think about product and channel separately in silos. But if you think about your product and channels in silos, then you will end up trying to fit a square peg through a round hole (…)”.
“Products are built to fit with channels, not the other way around. The reason for this is that you do not define the rules of the channel. The channel defines the rule of the channel.
You control your product, you do not control the channel. So you need to change the things within your control to fit with the things that you do not control.”