Product Discovery should be the No. 1 focus for every PM.
But there are 2 common mistakes many PMs make.
What that are and how to avoid them? 🧵
But there are 2 common mistakes many PMs make.
What that are and how to avoid them? 🧵
1. Mistake: Relying on people's opinions
People are biased. And their opinions are worthless if not followed by behavioral questions.
People are biased. And their opinions are worthless if not followed by behavioral questions.
Low-value questions that can serve as conversation starters at best:
- How often do you have that problem?
- How important is it for you?
- How do you solve it?
- How does it affect you?
- How often do you have that problem?
- How important is it for you?
- How do you solve it?
- How does it affect you?
Instead, ask about specific situations and operate on facts. Sample questions:
- Tell me about the last time you had that problem.
- What happened next?
- Did someone help you?
- How much time did you spend trying to solve this?
- Tell me about the last time you had that problem.
- What happened next?
- Did someone help you?
- How much time did you spend trying to solve this?
- Have you tried to find a workaround?
- What tools or methods did you use?
- Why was it a problem? What were the consequences?
- Why? Can you be more precise?
- What tools or methods did you use?
- Why was it a problem? What were the consequences?
- Why? Can you be more precise?
2. Mistake: Limiting Product Discovery input to customer interviews
Customer interviews are definitely not enough. Here are other tools:
Customer interviews are definitely not enough. Here are other tools:
- Pre-lunch: Search trends analysis tools like Google Trends and Google Keyword Planner.
- Pre-lunch: Analyze discussion forums, like Quora, to understand customer jobs and their unmet needs.
- Pre-lunch: Analyze discussion forums, like Quora, to understand customer jobs and their unmet needs.
- Pre-lunch, post-lunch: Use prototypes, such as MVP prototypes or user prototypes, not only to test the ideas but also to collect quantitative data about people's behavior.
- Post-lunch: Product metrics, such as MRR, ARR, DAU, Retention, Net Churn, Activation Rate, etc. I especially like Pirate Metrics and the HEART framework. I'll cover them in-depth another time.
- Post-lunch: Salesforce feedback. Customer Support analysis.
- Post-lunch: Salesforce feedback. Customer Support analysis.
That's a wrap!
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