What John Zeratsky thinks about startups
American designer and author; co-wrote Sprint (2016), Make Time (2018) and Click (2025) with Jake Knapp, previously a design partner at GV and designer at YouTube and Google, and co-founder of Character.
John Zeratsky did not write this page.
We collected these quotes from things they published elsewhere, and every quote links to where it was said. They have no account here and have not endorsed this site. Quotes are word for word; the short line under each one is our own restatement, not their wording. Their own site. Is this you? Claim it or ask us to remove it. Or tell us what is wrong here.
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2 dated positions, 2025, in their own words. Our reading of what John Zeratsky has said — not written or endorsed by them.
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Their wordsWhen you start, focus on making something that clicks with 1 person, then 5, then 50, then 500... Before you can find product-market fit, you have you find "product-person fit."
↗7 startup lessons I have found to be truejohnzeratsky.com 2nd of 3 in this piece
- 4 weeks earlier
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Their wordsBut most founders don't clearly identify and test their hypotheses, and as a result, they fail quickly or slowly.
↗Every product is just a hypothesis until you test itjohnzeratsky.com 2nd of 2 in this piece