The Lost Art of Product Discovery
Why Most Startups Miss the Mark
It’s true, “it’s not always the best product that wins the race”. So what is the secret behind the products that do make it big? In one word: Empathy.
But empathy on what, you might ask? Empathy in nailing the right solution, for a real problem, at just the right time.
This Product Discovery Process is all about figuring out what your customers actually need before building. Stick with us to learn some great ticks to master this art.
Why Spotify Won.
Ever wonder why Spotify rules music streaming, when some arguably nicer products crashed and burned? Alignment with their customer desires.
While many of its rivals, like the now-defunct Rdio, were busy solving problems that almost nobody had, Spotify honed in on delivery the perfect playlist exactly when you need it. No matter where you are, at the gym, or dropping kids for soccer practice, there is a playlist for that activity. Spotify got it right because they listened to what people wanted.
How to Shift From Making to Discovering
One of the easiest traps to fall into as a startup is spending all your time and resources on fixing something that isn’t broken. As someone who loves to tinker and solve problems, I can tell you it’s quite easy to fall for these distractions.
If you want to build something that people love, you need to switch gears from Product Optimization (reinventing the wheel based on what you think is cool) to Product Discovery (figuring out what your customers are screaming for).
Beyond Painkillers & Vitamins
You might have heard the saying “you want your idea to be a painkiller, not a vitamin, occasionally both” and thinking about your product this way is a great start.
But you have to be aware that many pains are mere paper cuts, and not real needs. How do you differentiate between these two kinds of needs? You listen, starting with a mom.
Breaking down the ‘Mom Test’
The 'Mom Test' sounds like it's about making things simple enough for your mom to understand, but it’s actually about getting to the heart of what people need by keeping your ears open and your assumptions shut. Here’s how you do it:
1. Talk about their life instead of your idea
2. Ask About specifics in the past instead of the future
3. Talk less and listen more
Your parents would not have approved the New Coke
In 1985, Coca-Cola launched what would become one of the most infamous cases of market research missteps in history. Despite conducting over 200,000 taste tests that suggested consumers favored a sweeter soda, the introduction of New Coke sparked an immediate and passionate backlash from consumers who cherished the original formula.
This is a great example of not realizing that customers see drinks as a reflection of their personality. A mistake that could have been avoided if the researchers had focused more on why a customer chooses a drink than how the drink should taste.
How the Mom Test would have prevented this issue
Researcher: "I see you consistently pick Coke. What motivates your choice?"
Dad: "It’s mostly a habit. I grew up with Coke, and it’s connected to many good memories, especially from family gatherings."
Researcher: "Interesting, do you think the advertising influenced your preference when you were younger?"
Dad: "Absolutely, the ads made it seem like more than just a drink. They tied it to happiness and family."
Researcher: "That's very insightful. If Coke changed its formula, how would you feel about that?"
Dad: "I'd be disappointed. It's not just about liking the soda; it’s about what it represents. A change might feel like losing a piece of those memories."
Researcher: "Thank you for sharing that. It really helps us understand the emotional connection people can have with a product."
Common Pitfalls when applying the Mom test
- The closer you are to someone the harder it will be for them to not “tell you what you want to hear” (this is why The Mom Test is called that).
- Make sure you are giving enough context for people to understand your questions, but not too much to let them go off script
Crafting questions that prevent shallow answers
As our friend Cindy Alvarez points out in her work on Lean Customer Development , there are two major risks during market research interviews:
a. Failing to solve a problem that actually exists for your customer.
b. Failing to make the solution attractive enough for your customer to choose it.
These risks stem from treating compliments, fluff, and speculative ideas as if they were solid data, which they are not. While not every customer interview will yield useful information, carefully crafting your questions can lead both parties toward more productive conversations.
Cindy recommends starting with these questions:
- Tell me about how you do XYZ today….
- Do you use any tools/products/apps/tricks to help you get XYZ done?
- If you could wave a magic wand and be able to do anything that you can’t do today, what would it be? Don’t worry about whether it’s possible, just anything.
- Last time you did XYZ, what were you doing right before you got started? Once you finished, what did you do afterward?
- Is there anything else about XYZ that I should have asked?
Mastering the "Mom Test"
Some final thoughts
1. Prepare your questions before the interview, focusing on product-market-fit
2. Ensure you’re giving context without priming
3. Listen
4. Listen more
Here’s a great example of someone doing this kind of interview masterfully.
Conclusion: Make Customer Feedback Your Startup's Backbone
As Marty Cagan in Inspired says:
The reality of startup life is that you’re in a race to achieve Product-Market Fit before you run out of money. Nothing else matters until you can come up with a strong product that meets the needs of an initial market […]
Techniques like the 'Mom Test' are great for tuning into what your customers actually want, not just what you think they should want. Remember, the key to product discovery isn't just in asking questions it's in hearing the answers and acting on them wisely.
So, go out there, listen up, and start creating stuff that people can’t wait to get their hands on.