Most B2B startups fail not because they build a bad product, but because they build a product that does not connect to the right ambition of the right buyer. They solve a real problem, but it is not the problem that sits in the top three priorities of the decision-maker who controls the budget. The result is a product that gets polite interest but never closes deals.
At PR_D_CT DAY 2024, Peter Verhasselt brought the accumulated wisdom of Sirris, Belgium's leading technology research centre, where he has advised over 500 B2B startups and scaleups on product management and go-to-market strategy. His talk strips away the complexity that often surrounds product-market fit discussions and boils it down to three essential questions that every startup must answer before it starts to scale.
Peter's framework is not theoretical. It is drawn from observing what separates the startups that break through from those that stall, and the patterns are remarkably consistent regardless of industry, technology, or team size.
