"We already know what the customer wants."
"We’ll figure out the flaws after launching the MVP."
"We don’t have the time for this right now."
Each of these decisions have consequences that come back to bite businesses and effectively cost a great deal in terms of time, materials and more importantly, reputation. The latter is the one that’s very difficult to gain back.
It could be that your projects teams have already thought about how to mitigate the risk of not having an insights driven discovery phase for your product, service, feature or enhancement, and that strategy may prove to be successful.
But as a responsible business owner are you willing to take that risk?
Great, let’s start talking and without showing you the obligatory Venn diagram, no doubt you’ll know it’s about aligning business goals to customer needs; but anyone worth their salt know that’s an over simplification.
Some businesses will say it’s about finding the sweet spot between feasibility, desirability and viability, that’s great on paper but business realities such as entrenched processes and legacy technology will get in the way.
Since around 2005, many businesses have tried to undertake business or digital transformation initiatives, some with limited successes, failing to change processes and structure to align with the transformation. Perhaps because the ask was too big. What if transformation could happen in a small, iterative manner, a small grass-roots transformation?