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I emphasize to product people all the time that there is no single product discovery process just as there is no single product development/delivery process. There are many different discovery processes, all for different situations. For example, a [discovery sprint](https://svpg.com/discovery-sprints/) looks very different from customer discovery, but you should be skilled at both.
Moreover, it’s important to realize that it’s not about process. It’s much more about putting in place the necessary culture, and training your team on the critical techniques.
Process vs. Model
Marty Cagan
As there are many more users, proper segmentation is crucial—you should talk to those users that your idea is targeted at. You should regularly conduct interviews, usability tests, and field research. It’s very hard to develop high-impact products without those.
Evidence-Guided
Itamar Gilad
When a product trio is tasked with an outcome, they have a choice. They can choose to engage with customers, do the work required to truly understand their customers’ context, and focus on creating value for their customers. Or they can take shortcuts—they can focus on creating business value at the cost of customers. The organizational context in which the product trio works will have a big impact on which choice the product trio will make.
Continuous Discovery Habits
Teresa Torres
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