When every customer buys for a different reason, you have false PMF - reposition into an existing category rather than creating a new one
Fragmented buying reasons (each customer buys for a different use case) can look like strong metrics but indicate false product-market fit because your customer flow isn't repeatable. Rather than persisting with category creation, listen for which existing category prospects compare you to, then position as a better alternative within that category. This dramatically simplifies sales, shortens cycles, and makes growth repeatable.
When to use
When you have traction but every sales conversation requires extensive education about what your product is, and prospects keep comparing you to different competitors
Don't do this
Persisting with category creation when sales require 25+ minutes of education. Treating diverse use cases as a strength rather than a PMF warning sign.
1 Founder Who Did This
CommandBar had growing revenue but each customer bought for different reasons (power user shortcuts, onboarding, support reduction). A prospect said: 'If you can replace Pendo, I can buy you.' James repositioned into the digital adoption category as 'user assistance.'