For those looking to learn more on product discovery – great note from Randy Silver!
What is a product?
The definitions given by a person in product management, by law, or by a person in marketing can vary. It even depends on where you sit in an organization. A product is something that serves a need and yields enough profit to justify its continued existence.
What is discovery?
Discovery is the process of finding information, specifically for the first time.
In the product life cycle, the very beginning of the product life cycle focuses on insight where the framework is set. Then comes the discovery phase where we learn something new for the first time.
After that, everything else should be considered learning as we aren’t discovering anything new. Instead, we are simply refining our own hypotheses.
Randy also mentioned about Double Diamond approach
Double Diamond is the name of a design process model popularized by the British Design Council in 2005, and adapted from the divergence-convergence model proposed in 1996 by Hungarian-American linguist Béla H. Bánáthy. It suggests that the design process should have four phases:
He also demonstrates a use case when his team runs a Focus Group, the Insider Insight that they got is the problem they’re solving is a wrong problem. That’s why we should put more focus on the Discovery stage.
- Pick one tough meaty question
- Activate the Network
- Have a conversation
- Listen and read
- Find the insight
A/B testing, user testing, marketing sizing, and RBA process can generate good answers for Discovering