[apsurd]

PMF isn't orthogonal to copy if you're experimenting with copy to drive an outcome. what is the outcome then? how do you measure it? isn't the state of the art conversion?

That's the challenge: conversion funnel is complex with many factors. and largest one of them, in simple terms, is PMF.

if we measure downstream like clicks or inbound leads etc, that's more aligned with "discovery of PMF" and that's good. But it should be stacked ranked as so, it's not driving the needle. it's exploratory.