Totally agree.True PMF is when your customer can not live without your product.

In order to delight customers founder should use own product and feel experience.

Recently we got issue that most our customers did not want to download mobile app in order to use service. In order to give them the value and reason to download app we develop new user onboarding flow where they first interact on web,get an estimate and once they ready to hire a helper thry need to use mobile app.

By doing that we saw 35% of increase in app downloads and NPS score went up.

Also it is important to find user who is super fan and create his portfolio for marketing strategy.Bring on board more product fan that customers.