By Marty Cagan · svpg.com · LinkedIn
Marty Cagan reflects on whether product discovery techniques built for software apply to non-technology products. He tested them while writing a book, using customer research, a small group of charter customers, blog-based topic validation, a high-fidelity physical prototype, and a beta review with target readers. The book's strong reviews and sustained sales suggested the methods do transfer. He contrasts this iterative approach with the conventional, largely waterfall-style publishing process, where feedback usually comes from other writers or editors rather than target readers.
01Key takeaways
- Discovery principles can apply beyond software, including to physical products like books.
- Maintain deep, ongoing access to target users through a small group of charter customers.
- Use public content to test which topics and questions your audience actually cares about.
- Build a realistic prototype early, since physical form factors reveal issues that screens hide.
- Run a broad beta with representative users before committing to expensive production.
02Key sections
- Testing the Ideas on Itself
- Cagan explains that he had only built software and wanted to see whether his discovery concepts worked for a book. He applied them throughout the project because he felt he needed them to create something valuable.
- Charter Customers and Ongoing Feedback
- He recruited six representative product leaders to answer questions and review drafts, and used blog posts and site analytics to learn which topics mattered most.
- Prototype and Beta Release
- A digitally printed full-book prototype revealed problems invisible online, such as page proportions, and a wider beta among reviewers and conference attendees led to a hardback decision.
- Contrast With Conventional Publishing
- Cagan argues traditional publishing is essentially waterfall, with feedback coming from insiders rather than target readers, and notes the internet is already changing this.
03From the post
“A partnership dedicated to teaching best practices to product teams and product leaders”
04Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.