As people building products, we know pretty quickly when we make something that fails. Often, the cause is misunderstanding what the customer really wanted - missing the key insight into the customer's need.
Why not start from the customer needs instead?
Jobs-to-be-Done (JTBD), as opposed to traditional product development, does exactly that.
We made a simple introductory cheat sheet for you to use and share with your team, including:
Imagine if everyone on your team agreed on your customer's needs - why your company is being hired for a certain job. You'd have a stable target and common decision criteria (instead of a roadmap defined by opinions alone). With Jobs-to-be-Done and thrv, you can quantify which needs are most important, maintain a clear strategy, and stay aligned around your customer.