Читать книгу The Lean Product Playbook - Olsen Dan - Страница 15

A failure to gain a clear understanding of the problem space before proceeding to the solution space is prevalent in companies and teams that practice “inside-out” product development, where “inside” refers to the company and “outside” refers to customers and the market. In such teams, the genesis of product ideas is what one or more employees think would be good to build. They don't test the ideas with customers to verify if the product would solve actual customer needs. The best way to mitigate the risk of an “inside-out” mindset is to ensure your team is talking with customers. That's why Steve Blank urges product teams to “get out of the building” (GOOB for short).

In contrast, “outside-in” product development starts with an understanding of the customer's problem space. By talking with customers to understand their needs, as well as what they like and don't like about existing solutions, outside-in product teams can form a robust problem-space definition before starting product design. Lean product teams articulate the hypotheses they have made and solicit customer feedback on early design ideas to test those hypotheses. This approach is the essence of Lean – and was actually first advocated for years ago by practitioners of user-centered design.