6
Forget What You Know to Get Ready for the Unknown
Most ideas will fail because we don’t know what we don’t know. It’s hard to swallow that painful fact. I’ve been chewing on this reality for a long time. Yet, recognizing it enables us to ask questions, learn, and create valuable products instead of useless ones.
Product discovery done right helps you learn when you’re wrong. It uncovers unforeseeable opportunities to create value, ultimately enabling you to create the unimaginable. Yet, you can achieve that only when you are comfortable stepping into the unknown.
This chapter equips you to embrace the unknown. We will explore how to move away from dangerous biases and get closer to value drivers.
Let me share the story of my first contact ...
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