“Optimization comes much after your product market fit is there… we had product market fit in a big way on desktop but it took some years to kind of get that same stickiness on mobile where we saw okay our mobile apps our iPad apps are now like at a point where we can now start doing optimization so I think now the pendulum is turning.”

Optimization Only Starts After Product-Market Fit — Not Before

Microsoft had MMP tools early but couldn't get value from them because the mobile apps hadn't found product-market fit yet. Ramit's lesson: don't pay for growth infrastructure before the product is sticky. Once mobile PMF clicked, the same tools became high-ROI. Sequencing matters — optimize only what's already working.