The path to product-market fit

Follow us on: Follow us on Twitter Follow us on Linkedin Subscribe to YouTube

Everything you need to know about product-market fit.

Watch time: 5 minutes 

  • Break your idea down into constituent parts 

  • Try to kill your product with evidence 

  • Ask whether customers are desperate for your product 

A common mistake founders make is to think too much about the product and not enough about market fit, says Jim Newbery, Director of Product Innovation at Codebase whose job it is to help startups make compelling products. One of the best ways to get the right fit, he says, is to try and kill your idea using evidence. If it can’t be killed — you’re on to a winner. Anything else means it’s time to pivot. 

Watch this in-depth video interview for the key steps in finding product-market fit, mistakes founders commonly make when conceiving a product and what to do if the data doesn’t line up expectations. 



Barclays (including its employees, Directors and agents) accepts no responsibility and shall have no liability in contract, tort or otherwise to any person in connection with this content or the use of or reliance on any information or data set out in this content unless it expressly agrees otherwise in writing. It does not constitute an offer to sell or buy any security, investment, financial product or service and does not constitute investment, professional, legal or tax advice, or a recommendation with respect to any securities or financial instruments.

The information, statements and opinions contained in this content are of a general nature only and do not take into account your individual circumstances including any laws, policies, procedures or practices you, or your employer or businesses may have or be subject to. Although the statements of fact on this page have been obtained from and are based upon sources that Barclays believes to be reliable, Barclays does not guarantee their accuracy or completeness.

Share this page

Go back to the top of the page