Many founders believe that achieving product-market fit is a one-time milestone—once you have it, you're set for life. However, that’s not the reality of the business world. National and international regulations also change.

Here’s the reality:
1️⃣ Markets Evolve: Customer needs and preferences change over time. What works today may not resonate tomorrow, so staying attuned to your audience is crucial.
2️⃣ Competition Grows: As new players enter the market, what once made you unique may become commonplace, prices fall, product variety increases. To stay ahead, you must continuously innovate and adapt to deliver superior value to your customers.
3️⃣ Scaling Changes the Game: Solutions that work for a small group of customers may not hold up when your user base expands significantly. You need to be prepared to adjust your approach as you grow. You have to find new ways to get regular feedback on the customer experience – whether the product and service is available easily, complaints are promptly addressed, how new products introduced in the market are performing, what additional products or services you can sell to existing customers, how can you grow market reach, which advertising or promotional channel works best and most cost effectively, etc.