The Four Fits framework was created by Brian Balfour (founder of Reforge, ex VP of Growth at Hubspot).

The four fits are:

• market-product fit - identify a need and propose a solution for it;
• product-channel fit - build for a specific channel, don't force the channel to fit your product;
• channel-model fit - pay way less for acquiring customers than what they pay you;
• model-market fit - calculate the maximum market size you hope to get.

Together they make up a company strategy that consists of choosing what to build, to whom, how to distribute it, and how to price it.

Those four fits influence each other and change over time. So, it's important to have (research, analytics etc.) processes in place that monitor those changes.

By the way - I will be referencing Brian Balfour's work and Reforge a lot here, so, a shout out to them for doing a lot of the deep thinking around many of the subjects.

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Additional Reading

Choosing Your North Star Metric - Future

When learning to ride a motorcycle, you're taught that where your eyes go, your bike goes. Look to your right and you'll drift right. Look left, go left. There's a lot of power in where you focus your attention. That's why nailing your North Star Metric(s) - the top-line metrics that all company priorities are aligned around - is so crucial.

future.a16z.com