Drawer 02 · 539 notes · 32 people · 2005–2026

Discovery & customer research

Customer interviews, opportunity mapping, validation, and jobs to be done

Q:
Answers from Discovery & customer research notes, cited
SVPG · Marty CaganFeb 22, 2007

Great Products By Design

Feb 22, 2007

Marty Cagan argues that great products are not accidents but follow from a set of consistent principles. He lists ten truths, centered on the primacy of user experience design, the need to test ideas with real users…

SVPG · Marty CaganJul 23, 2012

The Opportunity Backlog

Jul 23, 2012

Marty Cagan describes a proposal from Jeff Patton to replace the traditional product roadmap with an "opportunity backlog." The core problem is that roadmap items are often treated as commitments, yet genuine product…

SVPG · Marty CaganFeb 19, 2020

Product Strategy – Insights

Feb 19, 2020 · 9 min

Marty Cagan argues that the insights forming the foundation of a product strategy are the hardest but most valuable part of product work, and they cannot be produced by a template or framework. He says strong insights…

Lenny’s Podcast89 min

The full-stack PM

Anuj Rathi · Dec 7, 2023
Key learnings
  • Design onboarding for the next-state user, treating new users as lazy, vain, and selfish, and carry the same value proposition…
  • Pick one clear value proposition and follow it through the full journey instead of presenting everything the product does at once…
  • Use working backwards PR FAQs not just for customer value but to align GTM, pricing, legal, and engineering timelines, and to…
SVPG · Marty CaganJul 22, 2008

Subject Matter Experts

Jul 22, 2008

Marty Cagan describes a less common product-team role: subject matter experts (SMEs) or domain experts, who have deep knowledge of the business's particular field, such as tax, payroll regulation, or medicine. He argues…

@ttorres · Teresa Torres on X♥ 2
🎙️Quality of Evidence You've got behavioral analytics, support tickets, sales call notes, and a feedback inbox that never empties. With all that data coming in, do product teams actually still need to go out and talk to users? In this episode, Petra Wille and Teresa Torres dig into why not all…
SVPG · Marty CaganJan 1, 2023

Product Management: An Introduction

Jan 1, 2023 · 4 min

Marty Cagan lays out the product operating model, in which a product manager sits on a small cross-functional team alongside a designer, a tech lead and engineers, and is accountable for solving customer problems that…

SVPG · Marty CaganAug 6, 2017

Process vs. Model

Aug 6, 2017 · 3 min

Marty Cagan argues that the simple conceptual model of continuous discovery and delivery running in parallel is useful precisely because it is process-agnostic, and warns against elaborating it into a rigid process…

SVPG · Marty CaganMar 9, 2009

The Seven Deadly Sins of Product Planning

Mar 9, 2009 · 4 min

Marty Cagan argues that a core failure in product planning is that weak projects, which should be killed during product discovery before reaching engineering, often are not. He identifies seven recurring reasons for…

SVPG · Marty CaganSep 12, 2022

Pledge To Customers

Sep 12, 2022 · 6 min

Marty Cagan argues that as companies shift from sales-driven feature teams to empowered product teams, the way product teams engage customers changes, and customers need to understand why. He frames a set of pledges…

Lenny’s Podcast130 min

Pricing your AI product: Lessons from 400+ companies and 50 unicorns

Madhavan Ramanujam · Jul 27, 2025
Key learnings
  • Start willingness-to-pay conversations early, before building, because pricing is a measure of value and you can't avoid the…
  • Frame pricing questions relatively, benchmarking against a known product like Salesforce, since people give more meaningful…
  • Use acceptable, expensive, and prohibitively expensive price probes to find psychological thresholds, which often show steep…
SVPG · Marty CaganJun 11, 2020

Product Management – Start Here

Jun 11, 2020 · 7 min

Marty Cagan offers a curated starting path for aspiring product managers who are overwhelmed by contradictory online advice. He argues that the product manager role is about ensuring what gets built is both valuable and…

SVPG · Marty CaganMar 15, 2007

That Dog Won’t Hunt

Mar 15, 2007 · 4 min

Cagan argues that the common pattern of writing a feature-packed PRD with P1/P2/P3 priorities, then haggling with engineering over schedule and cuts, reliably produces incoherent products that nobody likes. He proposes…

producthabits.com · Hiten ShahApr 21, 2019

My Billion Dollar Mistake

Apr 21, 2019 · 12 min

Hiten Shah recounts how his analytics startup KISSmetrics went from a near-breakthrough to a stalled company. After two failed products, the team did customer research and found a strong market, building features that…

SVPG · Marty CaganJan 6, 2011

Beyond Usability

Jan 6, 2011

Cagan argues that the product design field should expand its focus well beyond usability. Usability still matters and can differentiate products, especially in enterprise software, but the harder question is whether…