Get Priority Access to the Customer Needs Discovery Guide

​Most innovation initiatives are funded on a hypothesis about customer need that the business case cannot test, and market risk is the leading cause of failure. The Customer Needs Discovery Guide is a practical guide to Minimum Viable Discovery (MVD), the minimum viable set of customer inputs you need to make your innovation decisions with conviction: the five questions that reveal them, and how to put them to work.

What’s Inside

The Guide teaches Minimum Viable Discovery end to end: how to frame your strategic objective, then how to get valid answers to the five questions that reveal your target customers’ unmet needs.

1. Who is the target customer? 
2. What job or jobs are they trying to get done? 
3. Where and when do they struggle to get the job done? 
4. Why does the need remain unmet? 
5. What are the consequences if the need continues to go unmet? 

The questions are simple to ask, but the answers are rarely enough without probing. You must know what type of customer inputs to obtain and how to get them. The Guide covers that as well as how to capture them so your team can act on what it learns.

Who It’s For

Senior leaders and founders who want to know where to focus and what to do to create a winning new offering. Innovation and product leaders who want to make discovery a repeatable discipline. Consultants and coaches who guide teams through the front end of innovation.

Join the waitlist and you will receive the Guide the moment it is released this fall. It will sell for $49 at public release; waitlist members receive it first, at no cost. Get priority access to the Guide.

The Guide is also the front door to Level 1 certification in Lean JTBD OS through the Global Innovation Management Institute, launching fall 2026. GIMI is an innovation-management certification body accredited to ISO/IEC 17024. Waitlist members get first notice of that, too. The Guide and course are created by Urko Wood, developer of Lean JTBD OS®.