Business Pitch Dictionary by pitch.dog
Needs, jobs & value propositions · Core

Customer discovery

Also called: discovery interviews

ELI5

Talk to customers to learn what is true before building too much.

Used in conversation

“Customer discovery should seek disconfirming evidence.”

Definition

Structured learning with potential customers to test problems, behaviours and assumptions before scaling a solution.

Here “Customer discovery” means: Structured learning with potential customers to test problems, behaviours and assumptions before scaling a solution.

Pitch context

You will see “Customer discovery” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches needs, jobs & value propositions.

Why it matters: It helps a reader interpret needs, jobs & value propositions without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.