The Order Winner & Order Qualifier PMF Matrix.

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We introduce an original conceptual and practical model known as the Order Winner & Order Qualifier PMF Matrix. The framework helps startup founders systematically assess whether their products truly align with market expectations. In the process of pursuing product-market fit, many founders misjudge market dynamics—either by overestimating features they believe will drive demand (false positives) or by overlooking elements that could actually win the market (false negatives). This model provides a structured approach to minimize such misalignments, thereby improving success rates and reducing costly product failures. Our research extends the classical order winner/order qualifier theory and adapts it to the emerging, high-uncertainty context of the Web3 industry.