But discovery isn’t about getting marginally better; it’s about becoming categorically different.

Question 2. Tell me about a mistake you made recently.

Here are some clever MVTs: Landing page test: Before you build the product, create a landing page, buy some qualified traffic to it, and see if anyone clicks “buy” or “sign up.” (If they do, apologize that your product isn’t ready and add them to your waiting list.)

You need to get them to the “aha moment,” when they experience the value of your product. For example, in the early days, the Netflix team figured out that if new signups added three movies to their queue in the first 90 seconds, they were much more likely to become paying subscribers compared to those who had a hard time finding good movies to ren

At the highest level, there are four steps to becoming an instrument of discovery: Step 1: Understand the journey that leads customers to you. Step 2: Map your growth model to find points of leverage. Step 3: Run growth sprints to test ideas quickly. Step 4: Shift your team’s mindset from optimization to discovery.

Map your growth model, identify your North Star Find your rate-limiting step Discover your prospects’ “locksmith moment” Explain your value more clearly to customers

But those highly visible, high-intent prospects have 3 big disadvantages: They’re expensive to target, They’ve already researched and shortlisted your better-known competitors, and There aren’t many of them.

Now that we have our growth levers, we need to find the big one. To do that, you’ll study the data and find your rate-limiting step: a bottleneck that constrains the overall growth rate of your business. If you address your rate-limiting step, the business will grow faster. If you focus resources anywhere else before removing the rate-limiting step

Search: Outcome: What are these people hoping to achieve? How exactly do they think about and describe that goal? (Not your product, their goal.) This helps us build the right product and write better landing pages, ads, outreach emails, and sales scripts. Social & emotional aspects: Why is this outcome so important to them? Who do they need to