Sequoia’s Mike Vernal outlines how to design feedback loops in the search for product-market fit

Sequoia's Mike Vernal has worn many hats. He was VP of product and engineering at Facebook for eight years before getting into investment. His portfolio includes Houseparty, Threads, Canvas, Citizen, PicsArt and more, and he continues to invest in companies across a broad spectrum of stages and verticals, including consumer, enterprise, marketplaces, fintech and more.

Vernal joined us at TechCrunch Early Stage: Marketing and Fundraising earlier this month to discuss how founders should think about product-market fit, with a specific focus on tempo. He covered how to organize around the pace of iteration, how to design with customer feedback loops in mind and how Sequoia evaluates companies with regard to tempo.

Be explicit and be greedy at every single step along the way about getting feedback.

What is tempo?

Vernal breaks down tempo into two separate ingredients: speed and consistency.

It's not just about going fast (which can often lead to some recklessness). It's about setting a pace and staying consistent with that pace.

One of the very best compliments an angel can bestow on a founding team and include in an introduction to us is, They're just really fast," or She's a machine." What does that mean? It doesn't mean fast in the kind of uncontrolled, reckless, crashing sense. It means fast in a sort of consistent, maniacal, get-a-little-bit-better-each-day kind of way. And it's actually one of the top things that we look for, at least when evaluating a team: how consistently fast they move. (Timestamp: 2:26)

Vernal went on to say that tempo is directly correlated to goals and objectives and key results (OKRs). Building a feedback loop into those OKRs and determining the tempo with which to attack them is critical, especially during the process of finding product-market fit.

Finding product-market fit is not a deterministic process. Most of the time, it requires iteration. It requires constant adaptation. My mental model is that it's actually just a turn-based game with an unknown number of steps, and sometimes either the clock or the money or both run out before you get to finish the game. It's kind of like a game of chess. So what is your optimal strategy? (Timestamp: 4:25)

Feedback is your friend

As Vernal explained, finding product-market fit is all about feedback, and that must be an ongoing, built-in part of the process. He outlined how founders can go about designing with that in mind.