In the present era, startups don?t fail because they lack a product; they fail because they lack customers. In the initial phase of a startup, before any sales could happen, the company must prove that a market could exist. You cannot create a market or customer demand where there isn?t any customer interest. And hence it is obligatory for startup founders to test whether the product fulfils a real need. But despite these clear prerequisites, numerous startup founders fall prey to their own assumptions. Rather than letting the customer tell them what she wants, founders tend to provide her with ?what she might want?. This is an example of the product development approach where people tend to skip the problem-solution fit and jump directly to the product-market fit, which leads to building products nobody wants.