Articles by Alex Taussig
Finding product/channel fit at ZolaZola had strong initial product-market fit with its wedding registry platform, which filled a need in the large market. While it grew organically, the company sought to scale through other channels as competitors had marketing advantages. Zola found success by achieving product-channel fit with the earned media space, creating helpful content for couples based on its registry data and unique offerings. It instrumented its product to gather more insights and produce articles for editorial sites. This created beneficial cycles that brought in more customers and vendors. Zola's diversity and values also resonated in interviews. By designing specifically for the earned media channel from the start, Zola found a path for sustainable growth beyond relying solely on product-market fit.