An 86-minute guide to finding PMF | Rob Snyder (Author, The Power of Pull)

The "PULL" framework provides a pragmatic guide for early-stage startups to identify genuine product-market fit by focusing on individuals who are actively seeking solutions to urgent, unavoidable problems. Rather than pushing a product, founders should look for "coiled springs"—people who have a specific project on their to-do list and are currently blocked by inadequate existing options. Success in the zero-to-one phase relies on firsthand observation and "earned secrets" rather than theoretical brainstorming or relying on design partners who rarely convert into paying customers. By treating a startup as a "case study factory," founders can systematically repeat successful sales motions, using the PULL acronym—Project, Unavoidable, List of options, and Limitations—to qualify leads and build a repeatable business model that prioritizes customer urgency over generic market interest.