📚 Felicity's Weekly Book Highlights

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**Customer Discovery Program** The customer discovery program is a technique that is especially powerful for creating new products, or taking existing products to new markets, and this technique is designed to be a collaboration between the product team and product marketing. You can learn more about this technique in the book INSPIRED, but it involves identifying, selecting, and working closely with a set of prospective customers from the same target market. Partnering with product marketing and sales, you interview and select these customers, and then proceed to discover and deliver a solution designed to meet their needs. The result is your initial set of referenceable customers.

Transformed

Marty Cagan

Product strategy should not be a “roadmap on steroids” of big product ideas. Rather it’s best to look for strategic opportunities (typically a market segment with strong underserved needs), then validate the most promising ones quickly through market research, competitive analysis, business modeling, customer interviews, surveys, and fake door tests.

Evidence-Guided

Itamar Gilad

To determine how to win, an organization must decide what will enable it to create unique value and sustainably deliver that value to customers in a way that is distinct from the firm’s competitors. Michael Porter called it competitive advantage—the specific way a firm utilizes its advantages to create superior value for a consumer or a customer and in turn, superior returns for the firm.

Playing to Win

A. G. Lafley, Roger Martin, A.G. Lafley, Roger L. Martin

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