How to Navigate Product Discovery Like a Map

​Dear Reader,​

“We need to complete all six Discovery phases in order." "Let's perfect that JTBD statement before we talk to users." "Our process requires detailed one-pagers before any customer interviews."

Does this sound familiar? These are examples of dogmatic defaults: Teams cycling through the same tools in the same order, regardless of context. While these practices aren't harmful, blindly following them as processed often means missing faster paths to reducing uncertainty.

Instead of rigid processes, think of Discovery as a path you navigate. It consists of:

Entry Points: Where you begin. Shaped through (new) business goals, changes in market conditions, or other triggers.

Crossroads: Pivotal „What do we need to learn next“ moments that determine the direction of a team’s moves. Articulated through research intent questions (problem space) or assumptions (solution space).

Moves: The distinct methods you use to progress.Typically in the shape of qualitative or quantitative methods linked to the specific research intent question or assumption

Commitments: States of informed conviction leading to clear decisions. Conviction about additional needed work to reduce uncertainty, discarding a problem or solution, or committing to and implementing a solution

The key is not which method you use but how you choose your next move based on what you need to learn. When navigating Discovery Paths, constantly ask yourself: What activity maximizes uncertainty reduction while shortening the lead time to the next viable insight as much as possible?

Here are the paths of a Product Team working on a financial trading app:

Product Discovery isn't about following prescribed steps. It's about using evidence to reduce uncertainty about what problems are worth solving and what solutions are worth delivering.

Stop waiting for perfect conditions. Start reducing uncertainty from whatever entry point you find yourself at.

Did you enjoy this newsletter or have feedback? Do reply. It's motivating. I'm not a robot; I read and respond to every subscriber email I get (just ask around). If this newsletter isn't for you anymore, you can unsubscribe here.

Thank you for Practicing Product,

​Tim​

PS: Thanks to Paulius Tuzikas for contributing to the "accidental" shaping of the idea of Product Discovery Paths derived from our conversation.

PPS: Join me on Nov 12 for an in-person deep dive on Product Discovery practices at Product Tank Cologne.

Join my In-Person Workshops in Berlin

I'm excited to bring my beloved in-person workshops back to Berlin in January 2025. You can choose between 1-day workshops on Product Strategy, Product OKRs, or Product Discovery OR get the full 3-day experience for you or your team.

(reach out for custom team quotes)

Content I found Practical This Week

The Interview Snapshot: How to Synthesize and Share What You Learned from a Single Customer Interview Read it here

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Who is Tim Herbig?

As a Product Management Coach, I guide Product Teams to measure the real progress of their evidence-informed decisions.

I focus on better practices to connect the dots of Product Strategy, Product OKRs, and Product Discovery.