Click: How to Make What People Want

And the framework became more than just a sales pitch—from that point on, the Orbital Materials team emphasized reliability and quality as they built their technology, so they could be sure to deliver what customers wanted. A startup called ASI—another Character investment—wanted to build software to help students study more effectively. Startups must find “product-market fit”—that is, a market of people who will pay for their product—before they run out of money. Because in the end, it’s simple: if a product clicks for enough people, that’s product-market fit.