We must get close enough to our customers in such a way that we really understand what they need.
On a new initiative, we may not have the luxury to have years of customer data or metrics available to us. We might even need to build a business case to get the Analytics in place. It doesn't mean we can't start. A design sprint can assist us to take a scientific approach to discovering, prioritising, designing and testing a new product, service or feature.
One of our greatest risks in product development is building a product that customers don't want. We can follow a design thinking approach to reduce the risks quickly by learning and pivoting in just a few days with a small number of customers. This allows us to adjust, kill or grow the idea with reduced risk and increased knowledge of the opportunity.
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