The Physics of Startups with Rob Snyder The PULL framework (finding PMF)
Nov 21, 2025
Rob Snyder, a founder coach and writer focused on product-market fit, dives deep into the PULL framework. He explains that PULL is when customers "rip a product out of your hands" and details its four key aspects. Discover how to navigate sales calls by understanding customer priorities and the difference between actual demand and mere desire for products. Rob debunks common misconceptions about pain points and emphasizes that customers care about their own goals. This discussion is a must-listen for founders and salespeople seeking true demand!
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Definition Of Pull
- Pull happens when a customer will literally 'rip the product out of your hands' because four conditions align.
- Those conditions are: a prioritized project, urgency/unavoidability, a list of considered options, and those options have limiting flaws.
Use Discovery To Fill PULL
- In sales calls, use discovery to explicitly fill out the PULL elements: project, why now, options considered, and limitations.
- Only once you have those components should you show product fit or demo to the prospect.
Customers Care About Their To-Do List
- Default assumption: customers don't care about your product; they care about their to-do list.
- You're only relevant when you help them accomplish something they're already trying to do.