Pocket cofounder @​akshaynarisetti found PMF in one of the most unintuitive ways. When customers didn't like his recording app, he made a hardware device to do what the app does. Now he has 300,000 users. "Convenience beats intentions. So if your users have the intention to record, and you don't make it convenient enough, they will not record." "But if you actually make it convenient enough to record, and they want to record even a little bit, they'll 100% record." He explains how he figured all this out: "We actually went and asked these people, 'Why are you using the device 10x more than the app?'" "One of the users was using a different phone that he bought specifically for recording conversations. And he had a battery attached to the phone, on top." "That's kind of what Pocket ended up being. By just watching how people use these recording apps on the phone, there are a lot of limiting factors for recording." "There are people who get incoming phone calls all the time. So if you're recording something, and you get an incoming phone call, it interrupts the recording. If you take the call, your recording stops essentially." "Apart from all of these technical reasons, the real reason is actually that the people who take 10, 15 meetings a day — doctors, consultants — a patient goes out, another comes in — the client goes out, the client comes in — and there's 10-15 back-to-back meetings, they feel awkward in the first few seconds to take out their phone and start recording. They have to unlock their iPhone, set up the recording, and hope the operating system doesn't kill apps running in the background." "So people just felt that, this is much more reliable. A quick-access thing that can immediately start recording. And I don't need to feel awkward placing it on a desk.