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 CaganOct 17, 2008

Laid Off; Now What?

Oct 17, 2008 · 4 min

Marty Cagan argues that a layoff, though painful, can be turned into a valuable period for building product management skills and becoming a more desirable candidate. He briefly advises keeping professional social…

Product Talk · Teresa TorresJul 17, 2013

Be Prepared To Be Wrong

Jul 17, 2013

Teresa Torres argues that product builders consistently overestimate how right they are, drawing on behavioral research and the Heath brothers' book Decisive, which describes four decision-making traps: narrow framing…

SVPG · Marty CaganDec 29, 2024

AI Product Management 2 Years In

Dec 29, 2024 · 3 min

Marty Cagan reflects on two years of generative AI's impact on product management, distinguishing between adding AI to products and using AI to change how products are built. He admits his earlier predictions were too…

Product Talk · Teresa TorresFeb 13, 2013

Is This a Dialogue Or a Discussion?

Feb 13, 2013 · 4 min

Teresa Torres argues that teams struggle when they mix up the phases of idea work: generating options and choosing among them need different rhythms and different conversational modes. Drawing on Tim Brown's…

SVPG · Marty CaganFeb 17, 2020

Product Strategy – Overview

Feb 17, 2020 · 4 min

Marty Cagan argues that empowered product teams need hard problems to solve, and product strategy is the discipline of deciding which problems matter. He observes that many companies have plenty of features and projects…

SVPG · Marty CaganNov 9, 2015

Innovation vs. Execution

Nov 9, 2015 · 4 min

Marty Cagan extends his earlier point that product teams must learn fast in discovery while still delivering with confidence, arguing that the balance depends heavily on company culture. He lists the traits of a strong…

SVPG · Marty CaganOct 11, 2006

Revisiting the Product Spec

Oct 11, 2006 · 6 min

Cagan argues the traditional product spec is broken: it takes too long to write, is rarely read, leaves hard questions unresolved, and gives false comfort that the product is on track. He proposes replacing it with a…

SVPG · Marty CaganApr 10, 2009

Business Strategy vs. Product Strategy

Apr 10, 2009 · 4 min

Cagan argues that many companies blur business strategy and product strategy, which leaves executives buried in feature-level decisions and product managers without the context or empowerment they need. Business…

@hnshah · Hiten Shah on X♥ 9
If I started a B2B company tomorrow, I’d do the product marketing myself for a while. I’d start by listening to how buyers describe us. What do they think we’re similar to? Why wouldn’t they switch? What keeps showing up in lost deals? Those answers would change how I explain