Build mode starts from the beginning: How Forethought AI finds product-market fit

In the debut episode of the Build Mode podcast, host Isabel Johannessen speaks with Deon Nicholas, co-founder of Forethought AI, to uncover what it really takes to build a company that lasts, with and for your customers, from day one.

Build Mode is TechCrunch’s new podcast, a messy, tactical, real-talk version that pulls back the curtain on how startups are actually built. Season 1: Product, Meet Market goes beyond product-market fit to consider all aspects of getting your product into the hands of your customers, from finding the right audience to gaining trust and turning initial traction into lasting momentum.

From the beginning, Nicholas and his team focused on solving real problems rather than chasing hype and inflated valuations. He strongly believes that belief should come from customers, not VCs, and that if Forethought delivers tangible value to real users, the hype and recognition will naturally follow.

His 7 Rules for Failure encourages founders to embrace iteration over perfection and expect to fail a few times before finding what really clicks.

The Forethought team was lean, obsessed with the ideal customer profile, and relentlessly focused on real pain points rather than shiny features. Nicholas points out that early users won’t always be honest about what isn’t working, so founders need to learn to look between the lines.

This mindset fueled Forethought’s breakout moment at TechCrunch Disrupt 2018, where the company won the Startup Battlefield. In the run-up to the competition, Nicholas described the process as a “gentle pressure cooker”, doing his best to secure as many paying customer logos as possible before going on stage. This attention paid off, fueling investor FOMO and a $9 million Series A that helped define the early waves of the AI ​​boom.

Investor momentum quickly built, but Nicholas insists the company’s longevity is due to focus, not enthusiasm. For him, startup success isn’t about hype or rock star energy, it’s about building something that customers love enough to keep using.

For founders, the point is simple. Build with your customers from day one, validate every step with feedback, and don’t get distracted by ratings and buzz. Product-market fit does not mean perfection. It’s about consistently proving your worth to those who matter most.

Build Mode episodes drop every Thursday. Subscribe now on Apple Podcasts, Spotify, or wherever you get your podcasts. Be sure to check out the video version on TechCrunch’s YouTube.