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Continuous Discovery (moving from project-based research to continuous…
Continuous Discovery
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product team that’s just getting started should look at their cadence of interacting with their customers.
I have a team I worked with last year who, when I told them at the very beginning of coaching that they were gonna be doing weekly interviews, they thought I was insane. They did not think they could keep up with that pace. Now they talk to customers every single day. And this is a team that was terrified by a weekly cadence. Now, they’re at a point where 80% of what they do is discovery.
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longer you go between interacting with your customers, the less customer-focused your product decisions become.
That’s the time frame that tells me you’re doing discovery well. If your research questions aren’t changing every week, you’re not learning every week. If you were learning every week, your questions would change.
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So many businesses are developed around the idea of rewarding people for being right and this goes all the way up the chain.
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Now that we have good feedback loops, we’re finding that we often think we’re right when we’re not. We need to keep doubt in the process.
Instead of saying, “We know we should build this feature,” we need to say, “We think we should build this feature but we’re gonna test it.”
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