The Physics of Startups Do I have a "PMF problem" or "Sales Execution problem"?
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Jan 9, 2026 Navigating early sales calls can be tricky. Founders often struggle to determine if they have a product-market fit (PMF) or a sales execution issue. Rob introduces a diagnostic framework to distinguish between the two, emphasizing customer urgency and project alignment. He stresses the importance of clear communication and adapting pitches to the customer’s needs. Real examples illustrate how strong PMF can overshadow weak sales processes, highlighting the necessity for founders to engage directly in sales conversations.
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Pull Is The Generative Constraint
- Determine first whether buyers have pull (force + fit) before optimizing sales execution.
- Pull is the generative constraint that shapes product, pricing, onboarding, and sales.
Fill PULL Skeptically And Test Urgency
- Fill out the PULL framework from the customer's words, skeptically treating aspirations as noise.
- If it's not on their to-do list now, assume there's no real urgency and treat it as non-pull.
Two Similar Calls, Different Outcomes
- Rob contrasts two nonprofit calls: one with a board-driven urgent project and one with only mission alignment.
- Only the board-driven call had real force and a real chance to convert that matched the product fit.