• In short, “what to build?”, or “building the right
• In long, “why is this product needed, who has the
problem, what should be built, when should it be
delivered, where to sell, how to price, etc…?”
• Traditionally viewed as: “Pre-work designed to discover
and uncover business opportunities and generate new
ideas”. An explicit focus on “measure twice, cut once”
• Positioning as a “stage” has connotation of a time-
• Calling it as “pre-work” might indicate that “real work” is
• A sequential, linear process might be unsuitable in fast-
paced and dynamic world -
• User needs change and evolve with time
• Technology capabilities change over time
• Ideas emerge anytime, and not just at the start
• Best solutions evolve over a period of time
Doesn’t “Agile” address
• Agile focuses, by and large on “how to build products in
the right way”. We focus on building high-quality
products in a predictable manner.
• However, we are concerned with “operation successful,
but the patient died” problem. No point building a
product well that need not be built in the ﬁrst place!
• We need something else to help us with “what product
to build in the ﬁrst place?”. We need to focus on quick,
validated and actionable learning.
Delivery vs Discovery
So, what is Product
• Building the right product
• Making products that matter
• Right product for right audience
• Making products that people want!
• Building the right product at the right time…
• Focus on right problem, rather than build the solution…
• Agile: feedback-driven development
in short iterations
• Design Thinking: human-centric
• Lean Innovation: customer
development, business model
innovation and lean startup
OK, so how to do it?
• Methods (we won’t cover them in this talk)