# I'm Brendan Schwartz, Co-Founder and CTO of Wistia. AMA đź’ž **URL:** \ **Category:** AMAs\ **Tags:** past-guests, fundraising, hiring, goal-setting, pricing, pmf\ **Created:** [April 13, 2020, 4:21pm UTC](https://gorelay.co/t/im-brendan-schwartz-co-founder-and-cto-of-wistia-ama/331 "2020-04-13T16:21:18Z")\ **Posts on this page:** 1\ **Showing post:** 17
**Author:** ![brendan](https://sea2.discourse-cdn.com/flex020/user_avatar/gorelay.co/brendan/32/152_2.png) [@brendan](https://gorelay.co/u/brendan)\ **Post date:** [April 16, 2020, 2:20pm UTC](https://gorelay.co/t/im-brendan-schwartz-co-founder-and-cto-of-wistia-ama/331/17 "2020-04-16T14:20:11Z")
> [@wingman4sales](#): > > I have read about the various pivots the business did to find Product-Market Fit. Atleast as an outsider for some of the intermediate ideas, later businesses were built e.g. sharing videos privately etc. Was each pivot a discrete step or you saw it as a continuum in your product thinking? > What is your advise for iterating towards PMF? Looking back it’s easy and tempting to remember these as eureka moments, but it was very much a continuum for us. There were definitely cases where we got pretty immediate feedback that an idea was working (e.g. adding the ability to publicly share videos vs purely being for private sharing). But even in that example, for us, it wasn’t “let’s pivot to public video sharing”. We just started giving a few people video embeds. They like it, we did more of it, then decided to add it to the project. And at some point after it was working, we realized we have shifted directions. I think getting to product market fit isn’t a linear process, and it can take a lot longer than most people would have you believe. We started Wistia in 2006 and it wasn’t until 2009 or 2010 that things started to connect with the market. Take your time and iterate. Great question! Thanks for asking! --- _[View the full topic](https://gorelay.co/t/im-brendan-schwartz-co-founder-and-cto-of-wistia-ama/331)._