Great article by Nobl on the importance of culture/market fit along with product/market fit. Love the examples they use to explain the relationship between your culture and the market you serve, along with what winning in that market means to you:
1. If winning in your market means delivering the most seamless customer experience, you better have a culture that values collaboration more than individual control.
2. If winning in your market means understanding external cultures better than your competitors, you ought to value speed and listening above product and messaging consistency.
3. If winning means elevating a tool to a work of art in both form and function, you need a culture that appreciates and values beauty and elegance even over convention.
4. If winning means producing a flawless and reliable product, then you need a culture that values process even above creativity.
It also introduces a Culture/Market fit model broken down in 4 categories that represent the examples above.