What is customer discovery?

Sustained product success hinges on understanding potential customers and addressing existing market needs, a process often overlooked by product managers who focus excessively on the solution rather than customer insights. The article emphasizes the importance of customer discovery within the broader product discovery framework, using a double diamond model where customer discovery lies at the center, ensuring that solutions align with real customer needs. It warns against relying on assumptions and encourages a scientific approach to business, where hypotheses about market needs and solutions are tested through customer interviews. Techniques such as the business model canvas help founders articulate customer segments and value propositions, while structured interviews enable them to refine their hypotheses based on real-world data. The ultimate goal is to achieve product-market fit by validating the right problem for the right customer, thus avoiding the costly mistake of developing products that lack market interest.