Achieving Product-Market Fit (PMF) is the holy grail for startups and product teams, yet many fail by building too soon. In this session, we’ll break down a proven approach to de-risk your business before writing a single line of code. We’ll explore hard-earned lessons from real-world examples, frameworks for effective customer discovery, and tactics for uncovering second-order insights that can guide your product decisions. Attendees will walk away with actionable strategies to validate demand, test key assumptions, and secure early customer commitments—ensuring that when you do build, you’re solving real problems with a high chance of success.