Behavior Market Fit
Behavior Market Fit means identifying and clearly defining behaviors that your target audience can and will realistically perform to solve a validated market problem. It occurs only after establishing Problem Market Fit and before achieving Product Market Fit.
Key Insight
Even clearly validated problems won’t be solved unless the required behaviors align naturally with user capabilities, motivation, and context.
Example
Negative Example: Google Glass required new social behaviors—like speaking to a wearable camera in public—that most users were unwilling or uncomfortable to adopt. Poor Behavior Market Fit contributed significantly to its failure.
Positive Example: Instagram succeeded by explicitly shifting from check-ins (low Behavior Market Fit, minimal adoption) to photo-sharing, a natural behavior aligned with users’ existing habits and desires (high Behavior Market Fit).
Heuristic: Identify realistic, natural behaviors clearly aligned with user motivation and context before designing products.