The Problem
When Pressure Replaces Evidence
Why discovery breaks down before delivery begins
Top executives are under pressure to deliver growth in uncertain markets. Boards push for AI initiatives. Short-term targets and constant urgency push decision-making toward a familiar playbook: set direction, demand output, move faster.
The result is predictable: product teams take orders, value arrives slowly, and AI initiatives start from technology rather than customer outcomes.
You need a shared discipline to answer:
What customer needs and outcomes will drive growth
Which opportunities are worth investment and why now
Where AI and automation reduce customer effort and create advantage
How to measure value so teams can move fast without guessing
The Approach
Discovery Excellence
Companies that consistently outperform their markets make strong product decisions before delivery capacity is committed.
They invest in the problem space by understanding customer needs and defining opportunities, so solution work is focused on what actually drives value.
What it looks like in practice
In these organizations:
Customer needs drive decisions
Teams start with real customer problems and opportunities, not solutions or feature ideas.
Focus is explicit and evidence-based
Opportunities are sized, compared, and prioritized using shared criteria, enabling clear trade-offs.
Alignment happens early
Product, design, engineering, and leadership build confidence around what to solve before committing to how to build it.
Close the Gap with Viable Labs
We help organizations build discovery excellence in the work that happens before experimentation begins.
We do this through an integrated program that combines:
The Foundation: Jobs-to-Be-Done Theory
Our coaching and product are grounded in Jobs-to-be-done theory. It gives teams a stable customer-centered foundation for product innovation and a shared language for precise problem definition and prioritization.
Jobmap: AI-powered insight
An AI enabled value discovery platform designed for product- and innovation teams. Enables fast, structured research to identify, quantify and align around the most important customer outcomes and unmet needs.
Team enablement
Our work is embedded in active initiatives. We focus on real decisions, real constraints, and real customers. Teams leave with validated direction and a practical discovery process they can reuse beyond the engagement.