Continuous Vs. Sporadic Discovery: Playing Hide and Seek with Success

According to Harvard Business School, a staggering 95% of products fail, often due to the failure of addressing genuine customer needs.

Instead of focusing on understanding the user, companies often invest in other areas such as sales, marketing, and additional features. It's concerning that product teams spend little to no time engaging in product discovery.

Even when they do conduct product discovery, it is often done sporadically.

This approach is unproductive, as ad-hoc product design techniques only rely on a solitary research phase at the start of the process.

When discovery activities are not integrated throughout the product development cycle, businesses face a trifecta of perils:

• They run the risk of building products that might fail.
• They squander valuable time, resources, and a substantial chunk of their investments.
• They end up building products that do not align with user needs.

Remember, all product decisions are a bet, whether you engage in discovery or not. Discovery activities will help you make informed bets. And you must prioritize continuous research and testing at every stage of product development.

The question now is, how can you achieve this efficiently?

And more importantly, how can you ensure that your resource investments are directed toward building products that genuinely resonate with your customers?

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