Build something people want.

You have an idea. Then come the harder questions: Who needs it enough to pay? What will bring them back? And when should you keep going, change direction, or start again?

The PMF Playbook studies how founders work through those questions, from the first customer conversation to the choices that shape a growing company.

Get closer to the decisions.

We turn candid conversations with founders, operators, and investors into essays about the work behind a business: the assumptions that failed, the signals that mattered, and the decisions that changed what happened next.

Expect a closer look at finding an urgent customer problem, earning early trust, deciding what to build, and putting the right team around it.

Bring your own hard question.

If you are building a company, joining an early team, or backing a founder, read with a decision in mind. Take a useful question into your next customer call. Revisit an assumption. Borrow an approach and test it against your own market.

The aim is to leave each essay better equipped to decide what to do next.

Start with the question on your desk.

Explore the archive, or subscribe free to get the next essay in your inbox. Every essay is free to read.

The PMF Playbook is powered by Harrison Clarke.