After more than a decade of running B2B growth teams at PayPal and investing at 500 Startups, Matt Lerner now spends his days helping early-stage startups with growth. He's seen firsthand how changes in a handful of words can yield jaw-dropping differences in conversion — and accelerate a startup's course to product/market fit. Here, he makes the case for starting with language/market fit first, and offers up his 4-step process for getting there.