Our Latest Insights

How we think and what we’re working on.

The Perpetual Validation Loop
The Perpetual Validation Loop
Sep 30, 2019 // 3 min read

You’re going to loop back and forth between prototyping and testing, so what happens when it feels like you’re not getting any traction? This will probably happen. Don’t panic. When you’re stuck in a perpetual loop, it’s usually because you’re not…

The Power of a Customer Advisory Council
The Power of a Customer Advisory Council
Sep 10, 2019 // 2 min read

As long as you’re continuously talking to your customers, you don’t necessarily have to add more features, but you do need to improve how well you’re solving their problems. A great way to do this early on is by forming an advisory council.

What Makes a Healthy Design Team Healthy?
What Makes a Healthy Design Team Healthy?
Aug 30, 2019 // 3 min read

This has been an interesting week. Monday I attended a product404 event where my friend Butler Raines talked about creating a product-led organization at SalesLoft. Then my book was released on Tuesday and my inbox exploded with questions like "why…

Do you *really* understand your User Journey?
Do you *really* understand your User Journey?
Aug 23, 2019 // 2 min read

A User Journey is basically what it sounds like: the journey a user goes on when trying to accomplish a task. For example, you might think it’s pretty easy to open your phone and post something on social media. True, but when we break down all the…

Don't Build a MVP!
Don't Build a MVP!
Aug 16, 2019 // 5 min read

A popular term in the startup world is MVP, or Minimum Viable Product. An MVP is the simplest version of your product that’s capable of demonstrating the value you have to offer the customer.

The Importance of a Great Design Process
The Importance of a Great Design Process
Aug 9, 2019 // 2 min read

Ever notice a recurring theme in your life? I've had several conversations about process with people over the last few weeks. So many conversations, in fact, that I thought it was worth writing about here.

The Solution Is Your Destination
The Solution Is Your Destination
Aug 2, 2019 // 2 min read

It’s easy to fly from New York to London as a passenger. You get on the plane, listen to the announcements, order a drink, watch a couple movies, and then land in London. It’s all very uneventful.

Fall in Love with the Problem, Not the Solution
Fall in Love with the Problem, Not the Solution
Jul 26, 2019 // 2 min read

A few years ago, a bright-eyed entrepreneur came to me with an idea for a new app to help people accomplish their goals by saving more money. Saving enough money is a big problem in the US, so I took the meeting. That’s when it got weird.

How Your Customer's Brain Decides What to Pay For
How Your Customer's Brain Decides What to Pay For
Jul 5, 2019 // 2 min read

The interplay between the three factors of your customer's needs, wants, and fears affects the perceived value of your product. Which is hugely important because it plays into how people decide what to pay.

The End of an Era at Apple
The End of an Era at Apple
Jun 28, 2019 // 1 min read

Welp. It's over, kids. Or soon will be. The much celebrated and literal Knight of Design, Sir Jony Ive, has decided to leave Apple. The Financial Times broke the news yesterday saying