What's more important than product-market fit? Product-VALUE fit. If you choose the right values to drive product development, you'll draw the people, resources, and speed you need. It’s true for for-profits and for nonprofits. And Wikipedia co-founder Jimmy Wales knows this well. Since its launch in 2001, Wikipedia has famously stuck to its values of openness, neutrality, and remaining not-for-profit. But he arrived at those precise values through trial and error – on an earlier free encyclopedia project that stalled. Once he found the right product-value fit, Wikipedia rapidly scaled from a niche side project to one of the most valued treasures on the internet.