Morning Fog

Market Fit Fast

Deliver Compelling to Market Leaders

Beyond Lean and Agile

Decision models to answer the perennial vexing questions in new product development.


Create a coherent story beyond "how"

Who, What, Why



Demographics are not enough


Target and engage Market leaders.  

the Unique psychographic segment within every market demographic

Gateway Adopters 



"viable" is not enough

Create compelling, fast

Create a vision that is valuable enough to get customers to switch - stop what they are doing today, and try something new



Faster sprint is not the answer to revenues faster

Know why you are doing your next sprint.  Define the goal.

Identify your top risk now, and mitigate IT. 

Until it's not


New Revenues Faster

Streamline your investment

Land compelling with Market Leaders - fast. 

How You Can Win - Driving the Innovation Game in 2020. 

Market Fit Fast (MFF) is a revolutionary new approach to successfully delivering high risk/high stakes new products - in the fastest possible time - to the most valuable 10% of any market... the Gateway Adopters.


MFF methodology flips the concept of ‘Lean’ and ‘Viable’ on its head, making ‘Agile’ product development more efficient, effective and successful than ever by focusing on what is ‘compelling’ to the markets’ most strategic buyer psychographic... the Gateway Adopter.


The MFF three-pillar framework enables product managers and innovators to get to product-market fit and new revenue often 75% faster than any other previously known method. 


Product managed using MFF deliver tangible value and competitive advantage to strategic buyers while simultaneously reducing the risks that typically kill 90% of innovative projects.


MFF was developed and “battle-tested” by Patrick Hogan.  Leverage his insights from 3,800 high risk/high stakes projects, 400,000+ data points and 100’s of ‘Gateway Adopter’ interviews so you can understand:


  1. That psychographics, not demographics are the key to success

  2. The five types of value and how to deliver a ‘compelling’ version 1.0

  3. How to mitigate the four risk types to deliver new revenue faster