This is why I dislike when people gloss lovingly on product market fit. PMF is only part of the problem, an interesting indicator, and possible decision making

This is why I dislike when people gloss lovingly on product market fit. PMF is only part of the problem, an interesting indicator, and possible decision making support construct. But that's it. Markets change, many evaporate or at least lead an accerated decay. Sometimes you double down on the decaying market, as the correct decision. Organizations have abandoned products, markets, or even invested in complete pivots as a result. There's single right answer.