How Superhuman Built an Engine to Find Product/Market Fit

With your early marketing, you may have attracted all kinds of users — especially if you’ve had press and your product is free in some way. But many of those people won’t be well-qualified; they don’t have a real need for your product and its main benefit or use case might not be a great fit. You wouldn’t have wanted these folks as users anyway.

As an early-stage team, you could just narrow the market with preconceived notions of who you think the product is for, but that won’t teach you anything new. If you instead use the “very disappointed” group of survey respondents as a lens to narrow the market, the data can speak for itself — and you may even uncover different markets where your product resonates very strongly.

For me, the goal of segmenting was to find pockets in which Superhuman might have better product/market fit, those areas I may have overlooked or didn’t think to scope down to.

To start, we grouped the survey responses by their answer to the first question (“How would you feel if you could no longer use Superhuman?”).


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