Get priority access to the Customer Needs Discovery Guide

​A practical guide to Minimally Viable Discovery (MVD), the smallest set of customer inputs to obtain before you commit to building. The five questions that reveal them, and how to put them to work.

What’s Inside

The Guide teaches Minimally 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 are they trying to get done?
3. Where and when do they struggle to get it done?
4. Why does the need remain unmet?
5. What are the consequences if the need remains unmet?

The questions are simple to read and hard to ask well. The Guide covers what type of customer inputs each question must produce, how to probe for them, and how to capture them so your team can act on what it learns.

Who It’s For

Founders deciding what to build before committing resources. Innovation and product leaders who want discovery to be a repeatable discipline rather than a matter of intuition. 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. The Guide is also the front door to ISO-certified Level 1 certification in Lean JTBD OS through the Global Innovation Management Institute, launching fall 2026. Waitlist members get first notice of that, too. The Guide and course are created by Urko Wood, developer of Lean JTBD OS®.