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Understanding Product Discovery: Why It Matters More Than Ever

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6 minute read

Product Discovery is a term that’s often used in the world of product development, but what does it really mean? Is it something new, or is it just a different label for what we’ve always done? In this post, I’ll delve into the nuances of Product Discovery, explain why it’s critical to your product’s success, and share some real-world examples to help you understand its scope and impact.

What is Product Discovery?

Product Discovery encompasses all the work involved in planning for the future of your product. It’s about identifying what you need to do to make your product better, more valuable, and more appealing to your users. While it might seem similar to what we’ve always done, Product Discovery adds a layer of intentionality and scope that goes beyond traditional methods like Scrum’s refinement.

The Dual Nature of Product Discovery

Discovery vs. Refinement

In Scrum, we often talk about refinement, but Product Discovery is broader. While refinement is about breaking down and understanding specific items in the backlog, Product Discovery is about the bigger picture—identifying new opportunities, exploring uncharted territories, and setting strategic directions.

Why Product Discovery is Essential

So why is Product Discovery so important? Simply put, it’s about maximizing the value of your product by ensuring that you’re working on the right things, in the right way, and at the right time.

Strategic Direction and Goals

Every successful product starts with a clear vision and goals. Product Discovery helps you define what you’re trying to achieve as a business and how your product fits into that vision. It’s about setting a direction and then figuring out the steps you need to take to get there.

The Scale of Product Discovery

The scale of Product Discovery can vary depending on the size and complexity of your organization. For a small team, it might be a relatively straightforward process. But for a large organization, Product Discovery can be a massive undertaking, involving multiple teams and layers of decision-making.

Real-World Examples of Product Discovery

Let’s take a look at some real-world examples to see how Product Discovery works in practice.

The Azure DevOps Example

As mentioned earlier, the Azure DevOps team at Microsoft had to manage a massive product with multiple teams contributing to its development. They set a strategic direction at the portfolio level, and then each team engaged in discovery to figure out how to move the needle on their specific goals.

The Microsoft Creators Update

Another great example is Microsoft’s approach to product updates. They follow a season-based model, planning their product goals in six-month increments. One of their major initiatives was the Creators Update, aimed at increasing market share among creative professionals like artists, writers, and musicians.

The Broader Impact of Product Discovery

Product Discovery isn’t just about making better products—it’s about making better decisions. It’s about aligning your entire organization, from the C-suite to the development teams, around a shared vision and goals.

Expanding the Possibilities

One of the most powerful aspects of Product Discovery is that it opens up possibilities that you might not have considered otherwise. When you involve more people in the discovery process, you tap into a wider range of ideas and perspectives. This can lead to more innovative solutions and better outcomes for your product.

The Need for Deliberate Focus

Despite its importance, Product Discovery is often underserved in organizations. Many teams are great at building solid products, but without deliberate focus and direction, those products might not achieve their full potential.

Final Thoughts

Product Discovery is not just a buzzword—it’s a critical process that can make or break your product’s success. Whether you’re working on a small team or a large organization, taking the time to engage in thorough Product Discovery will pay off in the long run.

By embracing Product Discovery, you’re not just building a product—you’re building a future for your business. 🚀

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