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 CaganNov 7, 2022

The Foundation of Product

Nov 7, 2022 · 5 min

Marty Cagan argues that the foundation of a strong empowered product team is unencumbered, direct access to four constituencies: customers and users, product data, business stakeholders, and engineers. He explains that…

Product Talk · Teresa TorresFeb 24, 2014

Why Testing Everything Doesn't Work

Feb 24, 2014 · 6 min

Torres argues that teams should stop testing ideas at random and instead be strategic about what they experiment on. Rather than prioritizing a list of ideas by gut feel, teams should estimate expected outcomes…

Product Talk · Teresa TorresOct 22, 2025

AI Changes Everything (And Nothing At All)

Oct 22, 2025 · 12 min

Teresa Torres argues that generative AI changes many product-management practices (prompt engineering, context engineering, orchestration, and evals) but that core fundamentals still determine whether a product…

@hnshah · Hiten Shah on X♥ 35
We asked Claude what changed with Linear’s competitors. The first answer used an old source as if it were recent. It also stated a guess as fact. Then we gave the same model our competitive skills. It showed its limits up front. It explained how it ranked the changes and kept
SVPG · Marty CaganDec 19, 2025

The Product Model at Google

Dec 19, 2025 · 11 min

Marty Cagan and Elias Lieberich describe how the product model shows up at Google, a company with nine products that each exceed one billion monthly users. The article frames the model around three parts: leaders…

SVPG · Marty CaganFeb 17, 2018

Waterfall Deconstructed

Feb 17, 2018 · 3 min

Marty Cagan argues that many teams claiming to be Agile or Lean still operate with a Waterfall mindset, merely adopting the rituals and buzzwords. He identifies three telltale signs: risks deferred to the end…

SVPG · Marty CaganNov 5, 2007

Product Management in an Agile Environment

Nov 5, 2007 · 5 min

Marty Cagan argues that Agile methods, such as Scrum and XP, change but do not eliminate the product manager's job, and he offers guidance specific to product software rather than custom or IT projects. The product…

SVPG · Marty CaganJan 30, 2005

Agile Development Processes

Jan 30, 2005 · 7 min

Marty Cagan examines how Agile methods, especially Extreme Programming (XP), fit into product management for commercial products. He first outlines the twelve shared Agile principles and XP's core practices, which were…

SVPG · Marty CaganDec 4, 2017

The Four Big Risks

Dec 4, 2017

Marty Cagan revisits his earlier framing of product success as valuable, usable, and feasible, arguing that the single word 'valuable' hid serious business risk and let product managers overweight customer value. He…

SVPG · Marty CaganAug 13, 2024

The Product Model in Outsourcing

Aug 13, 2024 · 15 min

Marty Cagan and Josh Kerievsky argue that outsourcing agencies can apply the product model to custom solution work, even though clients often arrive with a fixed solution in mind and fixed-price contracts. The core…

SVPG · Marty CaganDec 7, 2008

Product Management in Economic Downturns

Dec 7, 2008

Marty Cagan argues that economic downturns, while painful, can be a productive period for product teams and companies that know how to use them. Beyond the defensive measure of cutting costs to extend runway, he…

SVPG · Marty CaganJul 23, 2026

The AI Productivity Paradox

Jul 23, 2026 · 3 min

Marty Cagan argues that the so-called AI productivity paradox, where teams ship faster but outcomes do not improve, is not really a paradox at all. Most organizations use AI to accelerate the old project model, which is…

SVPG · Marty CaganFeb 3, 2013

Vision Pivots vs. Discovery Pivots

Feb 3, 2013 · 4 min

Marty Cagan argues that the word "pivot" is overused in product teams and that teams too often abandon their product vision far too early. He separates two kinds of pivots: vision pivots, which change the underlying…