Product-Market Fit Is a Perishable Good — Here’s the Operating Manual

90-95% of products fail because teams discover a wrong assumption too late. AI made code nearly free, but that just means you can build the wrong thing faster. The fix: treat PMF as a perishable good, start with Jobs To Be Done, build lightweight MVPs to reach actual sales fast, and run a hypothesis factory with explicit kill criteria. Six-step checklist included.