Product discovery

Discovery is how you find out you were wrong while it is still cheap. A process that never kills anything is not discovery, it is a preparation ritual with research attached.

Start from the assumption that would sink this if it were false

Every idea rests on a stack: that the problem exists, that people care enough to change what they do, that your approach solves it, that they would pay, that you can build and deliver it. They are not equally uncertain, and testing them in order of comfort is how teams spend six weeks confirming the safe one.

Write the assumptions down, mark the one that would be most damaging to be wrong about, and test that one first. Usually it is the second: the problem is real, and people are living with it comfortably enough not to move.

Recruit the people who have the problem, not the people who are easy to reach