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Strategy
The Four Fits Framework
The four fits (PMF, PCF, CMF, MMF) are more fragile, faster-collapsing, and more critical in the AI era. When one fit breaks, revisit all four — they operate as a system.
Core thesis
Review all four fits whenever AI changes customer expectations, distribution, costs, or buying behavior. The four fits operate as a system. If one breaks, revisit all four.
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