How To Scale, and Not Just Grow: Attain Product Market Fit Before Any Attempt to Scale

In business, there is a cardinal rule: never scale before you find your product-market fit. Product-market fit is that moment of equilibrium where what you supply is exactly what the market demands. It is when customers are not just buying your product but are also celebrating it. They use it, they love it, and they tell others about it.

Understand this: the first version of your product is rarely the final destination. No matter how brilliant the idea is, customers will expose blind spots. They will test it, complain about it, suggest improvements—and that feedback becomes your most valuable asset. By listening, refining, and iterating, you bring the product closer to their hearts.

But here is the danger: if you bypass this refining process and instead chase growth with heavy media blitz, advertising, and promotions, you might create noise without substance. Yes, people will come because the buzz was loud. But when the music stops, the product must sing its own song. If value is missing, customers will leave. And when customers leave, the vision begins to wobble.

Simply put: find your product-market fit first. Without it, scaling is premature—and as we say in the streets, wahala go dey.

Build. Refine. Attain PMF. Then Scale. You must SCALE, and not just grow.

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