. Ellis established a magic number and a clear benchmark: 40%. Companies that struggled to find growth almost always had less than 40% of users respond "very disappointed" — whereas companies that grew most easily almost always exceeded that threshold. And therein was the hint that would become core to this method:
Ask your users how they’d feel if they could no longer use your product. The group that answers ‘very disappointed’ will unlock product:market fit.
In 2020, Superhuman ported this process into an interactive document hosted on Coda, which I have forked to make the version you are reading now.