Find products for your customers

You don’t find customers for your products. You find products for your customers. — Seth Godin

This is the Double Diamond Model. It’s divided into four phases —Discover, Define, Develop, and Deliver.

Many teams, who use an iterative design like Scrum, skip the “Discover” and “Define” stages because they carry preconceived ideas about user needs.

Yet, it’s in these two phases where the team has the best chance of innovating and creating a great user experience.

I’ve written before about why iterative design isn’t good for innovation.

Here’s the thing – You will never iterative your way towards a transformative solution.

So before you invest all your time and money in developing products for your customers, invest equal, if not more, time on discovering and defining them.

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