» Asking about a specific problem causes people to ignore the other problems they have

» Make time for product discovery in small steps, not all at once

» Biases reduce cognitive load for our brain when it processes new information

» An opportunity solution tree is a way to externalize your thinking

» Discovery is about understanding the problem space experienced by people

» When on a tight budget for discovery, mitigate bias where possible and document all the biases you see

» A relaxed participant will open up and be more honest with you

» A discovery can prompt one or more possible solutions, or tell you the problem is not worth pursuing

Imagine you’ve just been told that you’ll be a member of the team responsible for the first manned mission to Mars.

Now imagine someone asks you how much the mission’s going to cost. The whole thing. There and back. By close of business on Thursday.