01 · Problem
The original go-to-market was anchored to assumptions, not signal. Without a structured discovery system, the team risked scaling an MVP that the market wouldn't buy.
02 · Approach
- Designed a repeatable discovery framework: targeting, scripts, scoring, synthesis.
- Ran 250+ interviews across geographies and segments personally.
- Turned synthesis into a weekly strategic decision document for the founders.
03 · Outcome
The discovery system surfaced a clearly more promising business model and ICP. The MVP was rescoped, the GTM was rewritten, and the first partnerships and POCs were secured against the new positioning.
04 · Lessons learned
- 1.Discovery is a system, not a phase. Run it every week or you'll guess every quarter.
- 2.250 interviews are a moat. Most teams stop at 20.
- 3.A pivot is cheap if the evidence is overwhelming.