This blog was originally posted here. 

Gidi Cohen joins Collin Stewart on the Predictable Revenue Podcast to tell us more about his journey as a founder.

He’s the founder of Bonfy, an AI security company built around a market that was still taking shape. When he started the company, enterprise AI adoption was in its early stages, security risks were still emerging, and many buyers were still figuring out who should own the problem.

That made Bonfy’s path to product-market fit different from the usual startup playbook. Instead of validating a pain customers were already shouting about, Gidi and his co-founder had to test whether a future pain would become urgent, owned, and valuable enough to support a real market.

Their process offers a practical lesson for founders building in fast-moving categories: conviction only becomes useful when it is tested against the market.

Don’t Fall in Love With Your Idea
A strong insight is not the same thing as product-market fit.

Founders often get into trouble when they treat conviction as evidence. They see where the market is going, understand the technical shift, and can clearly imagine the product. That clarity feels like progress, but it can also become a trap.

Read the rest of the blog here.