PRINCIPLES FOR STRONG DISCOVERY
Rules: - Ask about the past, not hypotheticals - Explore alternatives (“what do you use now?”) - Seek constraints (time, budget, approvals) - Identify success criteria (what “better” means) Avoid leading questions like “Would you use X?”—you’ll get polite lies.
THE QUESTION SET
Use these blocks: 1) Context - What were you trying to achieve? - What triggered the search for a solution? 2) Pain - What’s the hardest part today? - What happens if it stays unsolved? 3) Current workaround - What tools/process do you use? - What do you dislike about them? 4) Decision - Who is involved in buying/approving? - What would make you switch? 5) Value & willingness to pay - What outcome is worth paying for? - What’s your budget range and why?
HOW TO SYNTHESIZE INTERVIEWS
After 5–10 interviews: - Group quotes into themes - Write top 3 pains + top 3 desired outcomes - Map triggers and buying constraints - Draft your positioning in one paragraph Then validate by repeating the narrative back to new users: if they instantly nod, you’re on track.
TURN INSIGHTS INTO A PRODUCT PLAN
Convert themes into: - One core job-to-be-done - 1–2 MVP flows - A simple onboarding path - A metric that proves value Discovery without decisions is just content. Make it operational.
