GOAT’S PATH TO PRODUCT-MARKET FIT — HOW A FAKE SNEAKER SPARKED A $4B IDEA

Summary from the TLDR Marketing newsletter

GOAT's cofounders tried 3 different ventures before finally pivoting to creating an authenticated luxury sneaker marketplace. Shortly after launch, a poorly planned Black Friday promo crashed their site and oversold inventory. Their users were furious, but the silver lining was that this was a signal that they had finally achieved product-market fit. From growing and expanding since then, the cofounders have learned to prioritize reducing friction for users and to go slow with expansion into new markets or products.