Continuous Discovery Habits: Discover Products that Create Customer Value and Business Value

two of the most important steps for reaching our desired outcome are first, how we map out and structure the opportunity space, and second, how we select which opportunities to pursue.

Research shows that while we are better at generating ideas individually, we are better at evaluating ideas as a group.

Study after study found that the individuals generating ideas alone outperformed the brainstorming groups. Individuals generated more ideas, more diverse ideas, and more original ideas.

I’ll refer to the work that you do to decide what to build as discovery and the work that you do to build and ship a product as delivery. This distinction matters. As you’ll see, many companies put a heavy emphasis on delivery—they focus on whether you shipped what you said you would on time and on budget—while under-investing in discovery, forgett... See more

That means rather than defining your success by the code that you ship (your output), you define success as the value that code creates for your customers and for your business (the outcomes).