Product discovery is one of those things that sounds simple but is deceptively hard to do well.
The Problem
We all know we should talk to customers. We all know we should validate assumptions. And yet, we still build things nobody wants.
Why?
Common Traps
- Confirmation bias - We hear what we want to hear
- Leading questions - "Wouldn't it be great if..."
- Building for edge cases - That one loud customer
- Solution fixation - Coming in with answers, not questions
What Actually Works
After years of getting this wrong, here's what I've learned:
- Start with the problem, not the solution
- Talk to non-customers too
- Watch what people do, not just what they say
- Kill your darlings early
More on each of these in future posts.