When you evaluate your three chosen solutions, ask what assertions underlie them that must be either true or false for your solution to work. Look for five types of assumptions:

1. Desirability – Will your customers want to use your solution and gain value from it?

Start with small-scale tests that follow three rules:

1. Include a variety of people, but as few as possible. For example, survey 10 people from 10 different states.
2. Use product prototypes, one-question surveys or data mining you can complete in a day or two.
3. Simulate an e...

Implement a structured, continual discovery process to develop new products that achieve your goals. This strategy will:

• Eliminate clashes between stockholders’ needs and customers’ needs by creating value for both.
• Foster a shared understanding among the members of your produc...

“It starts with defining a clear outcome – one that sets the scope for discovery.”

To create branches that connect the remaining opportunities:

1. Group similar customer needs together on one level.
2. Look for the larger underlying need that encompasses this group of similar ones, and place that larger need above its cluster.
3. Seek similarities among the la...

• Follow the “continuous discovery” process to structure the way you make decisions, implement research and create strong product testing.
• Set a clear goal to guide your product team through discovery.
• M...

1. Compare sets of similar customer needs by asking how many customers each one affects, and how often it affects them.
2. Consider how each opportunity positions you against your competitors.
3. Consider whether addressing the problem supports your vision, mission or strategic object...